Tov Bagel is an artisan bagel shop that primarily wholesales bagels through coffee shops and food retailers throughout Metro Detroit!
With no physical location to define or control a brand experience, the online presence and partner relationships are key to building a strong following for a growing bagel shop.
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Beginning with a completely blank slate, defining and aligning on a vision for a brand experience was a core first-step towards a polished end customer experience.
We began by white boarding how Tov wanted folks to feel when interacting with their brand at each and every touchpoint. With inclusiveness, uniqueness, and a modern take on tradition in mind, I developed a core set of brand assets and guidelines that would be used to inform the customer experience and other key assets like decks & our website.
With no physical location of their own and a premium product where each brand interaction is of the utmost value, there were a number of key concerns identified.
Although the way it manifests is continually evolving, the core solution remains the same: control as consistently as possible the brand touch points and interactions that occur at each and every partner location.
In-person, In-partner Interactions
Initially, our only “in” to entering the consumer viewpoint was co-opting already existing customers who came to coffee shops and ordered breakfast sandwiches that were now being made on Tov bagels. To do this, we provided our partners with stickers that they used to seal wrapped sandwiches, branded with our slogan: “Made with love on a Tov bagel”. This signaled to consumers that there was something different about the product they’d ordered that morning.
As our sales channels expanded, we adapted the way we branded our bagels. The current state of this solution is hand-stamped bags that accompany each bagel delivery we make to partners, carrying our brand experience across Metro Detroit and throughout seven area coffee shops daily.
Online Interactions
We also worked to ensure that our in-person interactions with our customers through branding collateral was easily translated into online interactions. This helped us grow brand recognition through network effects, and also provided us with the only direct channel relationship we would have with our customers.
By creating a consistent online experience from our website, to our Instagram, to the way we respond to direct messages, we’ve created a brand that delights our customers and keeps them searching out our bagels.
Developing a consistent brand and customer experience has allowed us to grow...
