H&H Bagels, an iconic brand in the world of bagels, has officially announced a fresh and exciting rebranding initiative aimed at elevating the customer experience. Since 1972, H&H Bagels has been a beloved New York City destination, featured in numerous TV shows and movies, and recognized for its irresistible bagels. This refresh marks a significant milestone in the brand’s journey.

In the past decade under CEO Jay Rushin’s leadership, H&H Bagels has evolved into one of the most progressive and innovative bagel brands. 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 continue to accelerate growth with the opening of its first franchise locations, a strategic shift that will propel the brand into a dynamic expansion phase.

Unveiling a brand-new look and feel, H&H Bagels has debuted a refreshing visual identity, logo, website, packaging, and color scheme, tailored to resonate with the evolving customer trends. High Tide, an NYC-based creative agency, spearheaded the redesign of H&H Bagels, tackling the creative challenge of rejuvenating and modernizing the brand. The objective was to create a timeless brand identity, with a visual system that 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, CEO 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, the creative agency behind the rebranding. “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 brand refresh will take place ahead of H&H Bagels’ nationwide expansion, where many new locations, both franchised and company-owned, are slated to open over the next few years. This expansion will mark the first time H&H Bagels has expanded outside of NYC, leaving a footprint in Florida, Washington D.C., California, Massachusetts, Illinois, and Texas, to name a few. 

Fast Food, Marketing & Promotions, News