Tesser Repositions the Classic Noah's brand for Growth

July 2003

San Francisco (July 2003) - Noah's recently unveiled a new brand identity, menu board system and full set of packaging designed by Tesser for their 85 California and Pacific Northwest stores. This change was made to reinforce Noah's desire to move 'beyond the bagel' and to continue to be recognized as a leader in the fast-casual restaurant sector.

Tesser and Noah's incorporated authentic and contemporary elements to communicate a modern lifestyle within a setting of historic, urban charm. The new menu board system supports the client's brand positioning while also allowing for the production of a single, easy-to-read, updateable board. The innovative design simplifies menu ordering and maintains a high degree of authenticity and approachability.

The new identity and packaging design by Tesser also reflects the rich character of the brand. The word 'bagels' was dropped from the name and a new descriptor was created, allowing consumers to better understand the full offering of food and to reinforce that Noah's is not solely for breakfast. Tesser developed an icon based on the recognized store front and incorporated it into the new packaging and identity.

Since 1993, Tesser has been building powerful brands by focusing on the big picture: 360 degrees of uncompromised thinking on branding and integrated marketing. As strategic consultants, designers, and marketing experts, Tesser helps clients create both long term brand value and highly effective promotional programs. Tesser provides a unique mix of strategy, naming and verbal branding, corporate identity, retail design, advertising, packaging design, and web site design.

Based in San Francisco, Tesser's clients include Quiznos Sub, Musco Family Olive Company, Clorox, Chevy's Restaurants, Noah's Bagels, Rubio's Fresh Mexican Grill, Figaro's Pizza, Malibu Rum, Rock Bottom Restaurants, Pat and Oscar's Restaurants, Gap, Gymboree, and Fox Shox. For more information please call 800.310.4400

New World Restaurant Group is a leading company in the quick casual sandwich industry, the fastest-growing QSR restaurant segment. The company operates locations primarily under the Einstein Bros. and Noah's New York Bagels brands and primarily franchises locations under the Manhattan Bagel and Chesapeake Bagel Bakery brands. The company's retail system currently consists of 455 company-owned locations and 288 franchised and licensed locations in 32 states.

About Tesser

Since 1993, Tesser has been building powerful brands by focusing on the big picture: 360 degrees of uncompromised thinking on branding and integrated design. As strategic consultants, designers, and branding experts, Tesser helps clients create both long-term brand value and highly effective design programs. Tesser provides a unique mix of strategy, naming and verbal branding, corporate identity, retail design, merchandising, packaging design, and web site design.

Based in San Francisco, Tesser's clients include Quiznos Sub, Musco Family Olive Company, Clorox, Chevys Restaurants, Noah's Bagels, Dairy Queen, Rubio's Fresh Mexican Grill, Figaro's Pizza, Kentucky Fried Chicken (KFC), Harkins Theatres, Rock Bottom Restaurants, Pat and Oscar's Restaurants, Gap, Gymboree, and Fox Shox.