NEXT LEVEL BAGELS
Curiosity
For a long time, the name of the game in healthy bakery was smaller & lower calorie options. But recently, there has been much more of a demand for bakery products which focus on the positive additions to diets (rather than what they take away.) Bagels are known for their big bite and chew, so when we were introduced to NYB’s new range of wellness bagels focussed on nutritional benefits, all while keeping that distinctive taste and texture, we knew it was something special.
Agility
We needed a big impactful design which packed as much as a punch as the bagels do, while clearly signalling their health benefits and not confusing consumers with the core range. We had to balance flavor with health claims, as well as ensuring our New York boldness and attitude jumped from shelf. We chose a more wholesome colour palette, which injected freshness and energy. We used a striking NYC-inspired typographic style to shout from the shelf and succinct, direct wordsmithing to clearly differentiate the range from each other, the core range and their competitors. And for an extra injection of NYC, you can’t miss our Lady Liberty beaconing from the packs.
Precision
The final result keeps all the boldness and authenticity of the master brand, while clearly communicating the USPs of these new products. Their dynamism and punch reflects their NYC routes as well as suiting the ‘get up and go’ lifestyles of our audience.