William Greenberg Desserts, a cherished New York bakery renowned for its iconic Black & White cookies and kosher baked goods, underwent a comprehensive rebrand led by Paperwhite Studio in 2025. The goal was to honor the bakery's rich heritage while appealing to a new generation of dessert enthusiasts.
Visual Identity Refresh
Paperwhite Studio retained the bakery's signature red color, enhancing the logo to appear fuller and more inviting. Hand-drawn illustrations of sweet treats were updated, adding a whimsical touch that bridges the gap between tradition and modernity. Crisp borders and playful typography breathe new life into the brand, evoking both trust and contemporary appeal.
Packaging and Presentation
The rebrand extended to packaging, with updated designs that reflect the bakery's classic charm and modern sensibilities. The iconic red cookie tins, featured in shows like Seinfeld and Mad Men, were refreshed to resonate with both long-time patrons and new customers.
Digital and Environmental Design
Digital, signage and environmental design were also updated to align with the new branding, creating a unified look and feel throughout the bakery's physical locations.
This thoughtful rebranding effort successfully marries William Greenberg Desserts' storied past with a vibrant, contemporary identity, ensuring its continued relevance in New York's dynamic culinary landscape.