One of New York’s most respected bagel purveyors gets a brand refresh.



Zucker’s Bagel’s
& Smoked Fish


Positioning and messaging 
Brand identity 
Signage and architectural graphics 
Print collateral


2016 - Present


“Why do we need a brand refresh?” is a question we get asked a lot, yet our response varies. The truth is, a brand refresh is not always the answer. But when it is, it’s often because the brand has evolved and the visual identity has not. Chances are, the original business thrived for years with the initial brand identity but now feels stuck, staid, old. A brand refresh demonstrates the vibrancy, energy and living stewardship of the business. It reminds customers of your presence in their lives, and allows them to recommit to engaging, supporting, and spreading the word about you.

The Work

For Zucker’s, the need for a brand refresh became clear with the presentation of mood boards that refocused the brand as plainly as this: Deli, not Diner. From there, our work involved applying the new identity to the entire Zuckers world: bags and wrappers, signage boards, messaging, and advertising. Everywhere customers and employees touch the brand.

The Results

The brand is now firmly rooted in legacy, upholding the seminal New York bagels and lox mystique. It’s about community, the neighborhood, dedicated employees, and providing customers with the comfort that in tradition, there’s can always be something new to explore and savor. 

22% increase

on delivery orders since rebrand

7.5% increase

for in-store sales across four locations since rebrand

8% increase

in catering orders since rebrand

Cup and Bagel.jpg
Bagel Cup copy.jpg
Zucker's Mural.jpg
Bagels in Tray 003.jpg