Ben & Jerry Retail Store Design | B&J Customer Journey Mapping - Marketing consulting services India
by Aarchi Sharma Brand Consultancy & Strategy
DESIGNING BEN & JERRY’S SCOOP SHOPS FOR EUROPE
How do you take a globally loved ice cream brand, and give it an authentically local flavour for its ultimate retail brand experience in the European market? This was the mission for I-AM, working with the teams in the UK and the US from one of Unilever’s most famous brands.
To adapt the legendary Ben & Jerry’s brand for European flagship stores, we toured cities from Amsterdam to Barcelona, and true to our People Inspired Experiences mantra, spent time analysing the core target customer groups, from Brand Loyalists & Aspiring Activists to Fun Seekers & Tourists. The resulting design for the pilot Scoop Shop in London’s Wardour Street, is rooted in the original global brand, but this is creatively translated through two new lenses: firstly the European consumer sensibility, then more locally the London ‘vibe’.
Brand Personality
Ben & Jerry’s personality reflects their product flavours; quirky,
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About Aarchi Sharma Brand Consultancy & Strategy
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Joined APSense since, February 2nd, 2016, From Mumbai, India.
Created on Oct 16th 2017 06:27. Viewed 1,472 times.
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