Tandem Bagel Company Brand Refresh
Brand Strategy // Copywriting
As Tandem Bagel Company prepared to open their third shop in western Massachusetts, they came to us for a refresh that would strengthen their brand and clarify their message — establishing them as the go-to café and bakery for a wider audience.
To help Tandem stand out, I started by solidifying their brand story with key messages and voice and tone guidelines. Because the client directed us to keep the general color palette and typography they came to us with, we had to get creative.
Instead of changing the typography, we made subtle changes, like the arc in the logo and the script font. Instead of changing the color palette, we added the cream to provide variety, and created hand-drawn patterns to add life and interest to collateral and social posts.
To ensure everyone was fully connected to the new look and feel and consistent in their communications, we created a brand toolkit for use by the owners, staff, and company partners.
I did this work as part of a team at BRIGADE.