New York in Every Bite. Designhawk Refreshes New York Bakery

This year we celebrate 10 years as a strategic partner for New York Bakery Company Ltd. In that time we have lovingly helped them grow to become one of the most recognisable brands in UK supermarkets.

In October 2024 we were tasked with one of the most challenging projects to date and only three months to do it; Refreshing the core design whilst helping them expand beyond bagels into New York Subs and Cookies and truly unleash the brand potential across bakery.

New York Bakery is a brand obsessed with flavour and capturing the incredible tastes and food experiences that make New York City so appealing. Our aim was to build a brand that could capture the magic of New York. The aspirational, ultimate New York from your favourite movies and TV shows. To enable UK consumer to get a ‘Taste of NY City’ we needed an impactful design which packed as much boldness and attitude as New York, the big, bold, iconic New York that never sleeps.

We re-crafted our original logo (from 2016) for maximum standout, introduced a new NYC-inspired typographic style for shelf-standout, added additional dynamism through angled chevrons and what better way to create a larger-than-life design, than to have the icon herself, Lady Liberty in all her glory.

Of course, it’s not just about impact but also communicating the brands point of difference; Generous and delicious food from the Big Apple that has that authentic New York Chew – Boiled and Stone baked Bagels, Soft & Chewy Subs or Ooey Gooey Cookies.

The result is a new identity and pack design that is simple, iconic and memorable that work across formats, flavours and categories. All things which will help continue to build the brand whilst adding excitement to the bakery aisle for years to come.