Brand Positioning of Ben & Jerry’s: Conveying a consistent brand image with new store design

Ben & Jerry’s, the iconic American ice cream-maker, has consistently maintained a distinct and memorable brand positioning on their packaged goods. However, the visual identity of their stores, numbering 500 globally with 250 in the US, lacks uniformity.

Given that these stores are operated by franchisees, the design of each outlet varies, aligning with the owner’s individual interpretation of the brand. While Ben & Jerry’s excels in conveying a clear message through its product packaging, the diverse store designs underscore the challenge of achieving a cohesive brand positioning across their extensive global footprint.

In a strategic move to strengthen and standardize Ben & Jerry’s brand positioning, the brand’s management has embarked on a comprehensive redesign for all its stores. The task at hand presents a dual challenge for the designers: crafting a design that not only encapsulates the essence of the brand identity but is also universally applicable across the globe. This initiative reflects Ben & Jerry’s commitment to creating a consistent and recognizable brand image, ensuring that the visual representation resonates with their values and is seamlessly embraced on a global scale.

The design team had first to explore the Unilever brand to which Ben & Jerry belongs, to fully understand all facets of its identity. Indeed, Ben & Jerry’s has a fairly complex brand message—.they want to combine the ideas of quality products, fun and friendliness, with social and environmental engagement. 

The revamped store design at Ben & Jerry’s has been thoughtfully tailored for the preferences of young adults, recognizing their extended dwell time compared to families with kids. Focused on simplification while retaining the inherent fun and friendliness, the color palette now centers around calming blue, green, and white tones, complemented by light wood accents replacing the previous vibrant pink and purple hues. Embracing a more naturalistic ambiance, the design incorporates recycled materials like milk crates and bottle chandeliers, with curtains made from ice cream pint lids. To further enhance the customer experience, the stores feature a lounge area replete with sofas, spacious tables, and convenient laptop access, catering to the dynamic and social lifestyle of their target audience. This strategic shift aligns with Ben & Jerry’s commitment to refreshing and modernizing its brand appeal.

This new store design is definitely more in line with Ben & Jerry’s brand positioning and social mission, but what remains to be seen is whether it will be successfully implemented in all the brand’s 500 stores, thereby ensuring a consistent brand image is conveyed worldwide.