H&H Bagel’s New Identity by High Tide Sparks Nationwide Craving

Few things embody the spirit of New York quite like freshly baked bagels, especially if they are from beloved H&H Bagels. For half a century, this iconic establishment has been a staple of the city’s culinary landscape, gracing the screens of TV shows and movies and earning a reputation for its irresistible bagels. Featured in Seinfeld, The Office, Sex in the City, How I Met Your Mother, You’ve Got Mail, Entourage, and countless others, H&H is one of the most copied brands – imitated by major bagel brands and mom-and-pop shops.

Founded in 1972 on the Upper West Side, H&H Bagels has grown from a local favorite to a cultural institution cherished by New Yorkers. With plans to launch numerous new franchised and company-owned locations across the country, the challenge was clear: modernize the brand while staying true to its New York roots and appealing to a broader demographic.

As H&H Bagels prepares for a nationwide expansion, it has turned to the expertise of High Tide, a renowned New York City-based creative studio specializing in brand identity. High Tide is no stranger to building NYC fast-casual/dining brands, known for its work with Dig Inn, Sweet Chick, Mexicue, and many others. The goal: extend a warm invitation to people across America to indulge in the authentic taste of a New York City bagel.

We saw it as a huge responsibility to bring an iconic local institution to everyone in a way that showcases what makes NY culture so special.

Danny Miller, Founder and Creative Director, High Tide

For High Tide, the opportunity to reimagine H&H Bagels held personal significance. “This project brought back memories from my childhood of stopping by H&H on my way to Central Park,” explains High Tide’s Founder and Creative Director, Danny Miller. “We saw it as a huge responsibility to bring an iconic local institution to everyone in a way that showcases what makes NY culture so special.”

The transformation began with a new visual identity, encompassing everything from the website and packaging to signage and interior design elements for each physical location. The logo, featuring clean custom lettering set against a redesigned version of the original seal, strikes a balance between modernity and homage to the past.

Typography, photography, and color were carefully curated to convey a sense of accessibility and premium quality. A mix of serif, sans serif, and script typefaces adds depth and character, while vibrant pops of color inject energy and excitement into the brand’s visual language.

Jay Rushin, CEO at H&H Bagels, acknowledges the significance of this evolution: “As we embark on a new chapter with our national expansion, enhancing our visual identity was essential to delivering an elevated experience for our customers.” Miller adds, “Wherever someone experiences H&H, the brand should stand out – welcoming others to feel the excitement of eating a classic NYC bagel.”

With High Tide’s expertise, H&H Bagels is poised to captivate taste buds and hearts across the country, all while preserving the essence of a beloved New York institution.

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