A comprehensive refresh program was developed for the 50 year old Marx Bagels brand. During the redesign of the store interior, the customer journey was reorganized, 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 strategy was to elevate the store’s look while preserving its original character.

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