Marx Bagels

Modernizing a Local Legend

Marx Bagels

Evolving a 50 Year Old Kosher Bagel Shop to Attract a New Audience

Freshly Baked Brand Strategy

The story of Marx Bagels begins over 50 years ago with John Marx, a.k.a. Bagelman. Marx was a hardworking entrepreneur with style and flair. His passion for bagels resulted in the doughnut shaped rolls becoming a standard fare in Cincinnati. With the store being bought by new owners, Reztark was asked to help establish a vision for the brand that would modernize the experience while maintaining the original character.

We developed a comprehensive retail refresh program for the Blue Ash store that includes a new logo, brand collateral, marketing materials, environmental graphic design, interior design, and architecture. During the redesign of the store interior, we reorganized the flow of the space, integrating existing elements like the original deli-style neon lights, while introducing more functional features like an optimized sales counter, classic window seats and a more kosher restroom experience with a ritual sink. The idea of elevating the store’s look while preserving its identity was central to our strategy.

Our primary goal was to create an environment where every customer feels like regular.

Redeveloping a Heritage Brand Requires More Than a Dash of Creativity. So, When It Came to Brand Deliverables for This Project, No Stone Was Left Unturned.

Channeling our inner baker we mixed the brand’s NYC roots with mid-west hospitality to create touchpoint that support the brands voice. However, a brand is only as strong as its weakest touchpoint, so we updated them all! As part of the rebrand process we gave new life to most everything, even the beloved brand mascot. We put our illustration skills to good use to reintroduce customers to Bagelman 2.0.

Deliverables | To Identity and Beyond

Brand Standards, Social Media Strategy, Illustration, Website Front & Backend, Coffee Bags, Uniforms & Merch
Bagelman 2.0

Over 35 years of retail experience

Retail is not dead. Instead, the success of retail lies in customer engagement – operators and tenants willing to break from yesterday’s patterns to practices and fully embrace a consumer-driven future. Discovery, education, convenience, and experience are our key components as we blend curated environments to meet the need of carefully targeted demographics. We can help brands of all sizes clearly convey their value, aligning with the values of their customers and anticipate lifestyle needs or desires along the way.

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