The Mustard Pretzel team was tasked with incorporating two brands into a single unified identity. The first brand, The Bagel Bin & Deli had been in business since the mid-80s and in this physical Ellicott City location since 1993. The second brand, The Hoagie House, was invented during the covid era as a Virtual Brand to increase revenue and better utilize the restaurant during non-peak hours.

The two brands were dissimilar, while tangentially connected through bread and sandwiches. The new, virtual, brand was a bit more edgy, trying to crack into a busy dinner market while The Bagel Bin, was a well known in Columbia and Ellicott City. The Bagel Bin was once a single business with multiple locations, but through the years had slivered into three independent restaurants. The rebranding was seen as an opportunity to modernize the Bagel Bin brand.

The brands were finally united around an ampersand in the original Bagel Bin & Deli brand, to found the Bagel Bin & Hoagie House. The play on alliteration and this fun special character allowed the new brand to capitalize on the original name recognition while also acknowledging the expanded menu and offering.