A Tale of Transformation

Great brands aren’t born overnight—they’re carefully crafted, nurtured, and guided. When Bagelinos, a small ethnic food startup, first approached NEMA Associates, they had a big dream but an even bigger list of challenges. Bagelinos began as an add-on to a bakery business offering handmade, ethnic baking snacks inspired by traditional recipes. Their product was delicious, but the need to introduce their product demanded the creation of a new name for it in order to appeal to a larger audience, and the creation of packaging in order to scale it and make it available at retail level. They were a gem in the rough, waiting to shine.

NEMA Associates was tasked with turning this passion project into a household name, sold online, gourmet cafes, bakeries and retail stores across the nation. Here’s how we made it happen.

The Challenges

Bagelinos presented us with a complex, multi-layered set of challenges:

1. Settle down on the name and its trademark. Once the name was trademarked by the client our job was to Create a Memorable Logo: A logo that was nostalgic, eye-catching, and reflective of their ethnic roots.
2. Market to a General Audience: Transforming a niche ethnic product into a widely appealing brand.
3. Elevate Product Perception: Transitioning a traditional bakery snack into a gourmet offering suitable for general market appeal to be sold at retail stores, bakery shops, cafes and on line. 
4. Develop Versatile Packaging: Designing packaging that worked for both retail and wholesale environments.
5. Highlight Health Benefits: Positioning the product as both tasty and nutritious, while showcasing new flavor varieties.
6. Modernize Microwaveable Packaging: Creating cleaner, more appealing packaging designs for microwaveable convenience.
7. Expand Online Presence: Building a robust digital footprint to engage with customers and boost sales on the web.

‍

Step 1: A Logo That Stands Out

A great logo is a brand’s handshake with the world. Bagelinos needed a logo that was instantly recognizable but also reflective of its roots. We dove into their story—a tale of family traditions, heritage, and authentic recipes—to create a logo that evoked warmth and nostalgia while embracing a modern, playful edge.

The result? A clean, curved font logo reminiscent of a bagel’s shape, featuring bold, retro-inspired typography and a hint of ethnic flair in its detailing. It was a nod to tradition, but forward-looking enough to attract a broad audience. 

Step 2: Making Ethnic Accessible

One of the key challenges was to market Bagelinos—an ethnic product—to the general American market. The key was storytelling. People connect with authenticity, so we positioned Bagelinos as a “global taste for local tables.”

We focused on the narrative of cultural heritage, inviting customers to “experience the flavors of tradition.” Pairing this messaging with high-quality photography and vibrant, cheerful branding, we bridged the gap between “exotic” and “everyday.”

Step 3: Elevating Perception

Local Bakeries within the ethnic communities are essential hubs, a well known product as Bagelinos, under another name of course, but to appeal to upscale cafes and supermarkets, Bagelinos needed to upgrade its image. We leaned into their artisanal qualities: handmade snacks with premium ingredients.

We created marketing materials that showcased their elevated attributes. Think gourmet-inspired visuals and packaging designed to highlight freshness.

Step 4: Packaging for All Markets

Retail and wholesale packaging require distinct but complementary approaches. For retail, packaging needed to be eye-catching, compact, and informative. It also needed to follow all FDA regulations and guidelines in order to meet the standard. For wholesale, it had to be efficient and functional.

We designed vibrant, clean retail packages with warm colors, modern fonts, and clear labeling of health benefits. For wholesale, we developed stackable, durable boxes with larger branding for easy identification in bulk settings. Both designs reinforced Bagelinos as a premium, trustworthy brand.

Step 5: Health and Flavor as Selling Points

Health-conscious consumers dominate today’s markets, and Bagelinos had untapped potential in this space. We crafted campaigns around their healthy attributes—natural ingredients, low calories, and baked-not-fried options.

We developed packaging for new flavors, like garlic herb, coffee and blueberry, based on consumer trends and color coding in the designs to be easily recognized by consumers. Each flavor launch was tied to a story, emphasizing how Bagelinos catered to every taste and lifestyle.

Step 6: Modern Microwaveable Packaging

Microwaveable products often struggle with aesthetics, but we saw this as an opportunity to innovate. Our team designed sleek labels on an eco-friendly packaging that felt modern and clean while maintaining convenience.

Each package featured clear instructions, vibrant flavor indicators, and a design that seamlessly blended function with style. This shift made Bagelinos stand out on retail shelves and in e-commerce stores.

Step 7: Expanding the Digital Footprint

Online visibility was essential to Bagelinos’ growth. We built a dynamic website featuring their brand story, product details, and easy online ordering. Social media campaigns showcased behind-the-scenes content, recipes that can be made with the product, and mouthwatering imagery.

We also launched targeted ads on platforms like Instagram and Facebook, driving traffic to both their e-commerce store and local retail partners.

Step 8: Market Responsiveness & Customer Engagement

NEMA worked in tandem with the client in order to respond to the analysis, reports and surveys conducted for the product by the customer. This data-driven approach allowed Bagelinos to expand their product line confidently and effectively.

The Results

The transformation was staggering. Bagelinos went from a small startup to a nationally recognized brand sold online, in cafes, and across retail stores. Sales continue to grow steadily, social media engagement continues, and the company’s product line expanded to meet growing demand.