Ess-a-Bagel Brand Book by essabagel

Ess-a-B g

Brand Brand Guidelines Guidelines

Purpose Purpose

To clearly define our brand essence and style, to ensure uniformity in conveying our brand, and to help us embody a work culture that authentically reflects our core identity and values.

1.BrandEssence 4 1.1 Our Beginning 5 1.2 Products & Positioning 10 1.3 Our Brand Story 18 1.4 Persona & Personality 24 1.5 Brand Voice & Language 28 2.BrandStyleGuide 30 2.1 A Refined Brand Direction 31 2.2 Logo System 34 2.3 Typography System 38 2.4 Color System 42 2.5 Photography System 48 2.6 Visual Elements 58 3.Application 70 3.1 Promotional Material 3.2 Merchandise 3.3 Gift Cards 3.4 Menu 3.5 Packaging 3.6 Email Design 3.7 Web 3.8 Social Media Table of Contents

Brand Essence

Who we are and why we do what we do.

Our Our Beginning Beginning

Having a legacy of over 47 years, Ess-aBagel has continuously been voted as the best bagel in New York City and the tristate area. Founded in 1976, our familyowned business was named "Ess-aBagel," derived from the Yiddish word "ess", meaning "eat." It literally translates to "Eat a bagel"! Our bagels are hand rolled, kettle boiled, and baked all day on the premises. Crafted with the finest ingredients and a LOT of love, they embody the quintessential New York Bagel. Our bagels are loved nationwide & globally which has made us a New York Institution.

1.1 Our Beginning

Founded Owned Operated

1992

Florence expanded the business and opened a second store at 831 Third Avenue in midtown Manhattan.

2015

Introduc nationwi via Gold y partnership.

1976

Founded in 1976 by Florence and Gene Wilpon and Florence's brother Aaron Wenzelberg, the ancestors of Austrian bakers. Within two years of opening, Ess-aBagel was voted #1 in the Tri-State area and had attracted a loyal following.

2013

Florence passed away. Her sister Muriel and her niece Melanie took over the operation. Florence always had a passion for the bagel business. It was her baby and she nurtured and grew it with the same ingredient that continues to set Ess-aBagel apart today: A LOT OF LOVE! We are proud to continue and honor that tradition.

Expande service t Island, Westchester, and New Jersey,

022

2019

Opened a third location on the westside in midtown manhattan Ess-a-Bagel available in Amazon Go stores in NYC.

pened a Wholesale Division distribution is now available. Set up partnership with Featherstone and Chef’s Warehouse.

2021

Opened a location in DUMBO at Timeout Market in Brooklyn. Ess-a-Bagel now offers par baked bagels to café’s in New York and cafes in other states as far as Montana, CT, and New Jersey.

2023

Opened our first airport location in Newark Airport.

The Quintessential New York Bagel

1.2 Products

and Positioning

ProductDescription

KeyPhrase

Crunchyontheoutside, Chewyontheinside.

OurBrand Positioning

Ess-a-Bagel holds a prominent and leading position in the bagel market, offering the highest quality, authentic New York-style bagels. As an iconic New York brand, we are beloved both locally and globally. Each bite of our offerings brings people together, evokes joy, and makes a positive impact on our customers' lives.

OurTagline

Our offerings embrace the essence of our tagline, "Everything on a Bagel”. We provide an extensive selection of toppings and fillings, allowing our customers to create customized bagel combinations with endless possibilities. This embodies our imaginative persona, where we strive to embrace innovation and creativity in everything we do.

Authentic New York Style Bagels

Commitment to quality, craftsmanship, and freshness

Wide variety and unique flavors

Large, indulgent, and satisfying bagels

Family-oriented and welcoming atmosphere

1.3 Brand Story

Our Brand Story

This is our unique space in consumers' minds, separate from our origin story. Our brand story encompasses our purpose, mission, vision, and values. It evokes emotions, communicates our essence, resonates with our target audience, and sets us apart.

Brand Purpose

Family and connection lie at the heart of our brand, influencing every aspect of our business. We are dedicated to upholding the time-honored tradition of New York-style bagels while delivering exceptional experiences to our customers. By crafting authentic, handcrafted bagels using the finest ingredients, we evoke a sense of nostalgia and joy, connecting customers to the culinary legacy of our city. Through our delicious offerings and innovative approach, we aspire to enrich lives, create cherished memories, and foster lasting connections.

OurMission Statement

To bestow the world with the finest authentic New York-style bagels made with love.

OurVision Statement

To create a lasting legacy as the epitome of New York-style bagels - connecting, evoking joy, and fostering cherished memories with every bite.

CoreValues CoreValues

We value the significance of family, emphasizing the connection beyond blood ties, where our team, partners, and customers are all embraced as part of our family.

We prioritize the use of quality ingredients and ensure freshness in all our products.

We recognize the importance of fostering connections, whether within our team, with our partners, or among our customers.

We are dedicated to giving back to society through donations and actively participating in charitable endeavors.

We value the sense of community and actively seek partnerships to contribute positively to the larger community. We have a deep appreciation for the unique stories, lifestyles, and talents of our community members. We are dedicated to crafting memorable experiences that leave a lasting impression on our customers. This includes offering exceptional service.

1.4 Persona and Personality

Ifyoucould sumup Ess-a-Bagel in Three

Words

Embracing authenticity through cherished recipes and traditional methods, delivering the quintessential New York bagel experience.

We foster a deep sense of connection and community, where our team, partners, and customers are all valued as a part of our family.

Our brand essence is rooted in our imaginative approach, combining creative flavors, innovative concepts, and a playful spirit to redefine the bagel experience.

Personaand Personality

Our brand personality is a unique blend of fun, whimsical, and innovative elements, combined with traditional, sophisticated, and sincere traits. We embody creativity and uniqueness, creating a friendly and playful atmosphere.

Our approach is personable and authentic, making people feel connected to the Ess-a-Bagel family. Our brand exudes a sense of gratitud wholesomeness, and passion. We are welcoming, supportive, and always ready to lend a helping hand. Our vibrant and generous nature shines through in everything we do.

Generous Authentic Sophisticated Connected Passionate

Genuine

Vibrant

Sincere

Playful Creative Welcoming Warm-hearted Whimsical Imaginative Proud

Wholesome Confident

Grateful

Collaborative

1.5 Voice and Language

Voiceand Language

How we speak, communicate, and connect with people.

Our brand voice fosters human connection through creative, whimsical, and playful language, reflecting our innovative approach. Our passion and enthusiasm shine through, conveying genuine excitement about our bagels. We prioritize warmth, authenticity, and a sense of togetherness in our interactions. We provide informative and helpful communication. We establish a friendly dialogue with an engaging and conversational tone. Above all, our brand voice is authentic and sincere.