Ben & Jerry’s, the American ice cream-maker, has always had a clear and unique brand identity on their packaged goods, but the design of their stores (500 worldwide, with 250 in the US) are far from being consistent. As the companies’ stores are managed by franchisees, each store has a different design corresponding to its owner’s view of the brand.
In an attempt to enhance and standardize Ben & Jerry’s brand image, the brand’s managers decided to implement a new design in all stores. The challenge for the designers was twofold: the new design had to fully embody the brand identity, while being applicable worldwide.