In Q4 of 2017 the New York Bakery Company re-launched their brand with a fresh new look. Translating this new identity into the brands owned media assets, such as the website, was one of the first big challenges. Equimedia took this on to re-build the New York Bakery Company a new Drupal site that reflected the brands new strategic direction and hero some fantastic content – such as new recipes.
We first re-designed the navigation and 5 key templates across the site to ensure a seamless UX. We designed the navigation in the knowledge this would be ‘Sticky’ across desktop and mobile, thus allowing people to swiftly move between product, about, and recipe information.
Utilising the incredible bank of recipes, New York City and bagel shop photo shoot images were also key considerations. The new homepage puts the new brand figurehead ‘Edna’ front and centre in her bagel shop, with her razor-sharp wit and magnetic personality on full display on the re-launch campaign landing page. The striking new product packaging has also been prioritised on the homepage to ensure engagement with these pages, and subsequent clicks to retailers, as well as making sure Edna and the new branding are constantly associated for recognition & recall.
The New York City imagery has been used to great affect on sections such as ‘Our Story’, which details the New York Bakery Company’s unparalleled heritage and authenticity in the bagel making process. The new recipes added on the site also create an amazing depth of content for users, highlighting some particularly delicious looking bagel usage ideas.
Overall we were able to design and build a new 50+ page Drupal site that delivered on brand, made product information accessible, highlighted the brands key USP of heritage & authenticity, and presented new recipes in a visually impactful and engaging way.
“Equimedia have done a fantastic job taking our brand guidelines and transforming the website into an engaging and diverse platform for our customers. The new designs communicate the vibrancy we need as well as highlighting the heritage and authenticity in the brand we’re so proud of. Needless to say we’re delighted!”
Tim Barkey, Marketing Director