Reassert New York Bakery Co. (NYBC) as the market leader in bagels following major new competition (Warburtons) entering the market.


We facilitated a global client workshop, conducted our own research and raided the brand archives to identify and bring to life a unifying consumer mindset and brand purpose. Overlaying category & brand analysis with emerging cultural trends, we created a singular design language that successfully drove appeal across broader consumer segments.


Anchored in the new brand purpose ‘Taste, Feel, Live New York’ we developed an identity system for NYBC that would increase brand association and awareness. Creating the branded bagel identity allowed us to introduce new memory structures for consumers and our colour selection semiotically cued ‘Authentic New York’. As a result, NYBC stood out with a new found confidence that increased both penetration and frequency of purchase.

New York runs on bagels

The rebrand was voted in the top 3 for packaging excellence at Grupo Bimbo’s global awards dinner

5 point penetration increase

74% market share

I was absolutely blown away by the project that we recently undertook with Ziggurat, the process was incredibly interactive and immersive and the level of insight was game changing.
Thanks Ziggurat!! 
Rock on! 

Amy Page, Marketing Manager, Grupo Bimbo