H&H Bagels has announced a fresh rebranding initiative aimed at elevating the customer experience. The bakery has been a beloved New York City destination for over 50 years, recognized for its iconic bagels and being featured in numerous TV shows and movies.

The brand has grown substantially with strategic moves such as opening multiple company-owned locations and establishing key partnerships with notable brands including Philadelphia Cream Cheese. In 2024, H&H will open its first franchise locations.

Working with High Tide, an NYC-based creative agency, H&H Bagels has debuted a refreshing visual identity, logo, website, packaging and color scheme, tailored to resonate with the evolving customer trends. It pays homage both to the brand’s history and exciting future.

“H&H Bagels is beginning a new chapter with our upcoming national expansion,” says Jay Rushin, chief executive officer at H&H Bagels. “This was the perfect opportunity to enhance our visual identity and deliver an elevated experience for our customers. Working with the High Tide team was especially exciting, considering their deep personal history with the H&H brand.”

“As a New York studio, we saw it as a huge responsibility to bring an iconic local institution to everyone in a way that shows what makes NY culture so special. This was more than a project to me, as it brought up memories from my childhood of stopping by H&H on my way to Central Park,” says Danny Miller, founder and creative director of High Tide. “Wherever someone experiences H&H, the brand should stand out – welcoming others to feel the excitement of eating a classic NYC bagel. We’re happy that our work is helping H&H maintain the essence of a mom-pop brand but with a modern, scalable twist.”

This expansion will mark the first time H&H Bagels has expanded outside of New York City, leaving a footprint in Florida, Washington DC, California, Massachusetts, Illinois and Texas, to name a few.