Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy
  • Branding

INDUSTRY

  • Wine & Spirits
Contact Us

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.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Brand Building – A Ride in the East: Is JustGrab Winning Over Ride-Sharing Hearts in Singapore?

As Uber reshaped transportation dynamics globally in 2011, its influence echoed in the Asian market, giving rise to similar platforms like Didi, Grab, and Go-Jek. While U…

China Cultural Trend: Designing for the Future

Today, China is enjoying a period of growth towards more experiential and service-driven spending. The country is encouraging domestic, homegrown brands to spread around …

Taking a Journey Mindset: The Facilitation Approach to Brand Innovation and Building

A global consumer goods brand was facing a challenge: Chinese companies were “innovating” much faster than their multinational counterparts, with new brands, new products…

The Radiant Power of Brand Naming

As a pivotal element in the brand identity system, brand naming plays a crucial role in interacting with brand strategy, visual identity, messaging communication, and oth…

6 Ways Brand Naming Can Transform Your Business Identity

One of the most critical choices you will make concerning your business is establishing an appropriate brand name. An excellent name means opening doors, attracting custo…

Brand Strategy: How Should Brands Seize the Biggest Mobile Opportunity in China

There are few bigger Apple fan boys than brands, and when it comes to effective brand strategy, Apple has been a game-changer. It can be argued that Apple single-handedly…

Brand Positioning in the Game Industry: Nintendo, An Open Paradise for Gamers

Amidst the COVID-19 pandemic, the game industry's prominence on social media has surged. Positioned among gaming giants like Ubisoft, Blizzard, Tencent, and NetEase, Nint…

Peet’s Coffee – The Chieftain of Craft Coffee

In October, U.S. coffee chain Peet’s Coffee opened up its pop-up café in the middle of Jing’An district, Shanghai, bringing back its iconic 1966 California heritage store…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject