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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 Senior     Brand Consultancy & Strategy

279 connections, 2 recommendations, 952 honor points.
Joined APSense since, February 2nd, 2016, From Mumbai, India.

Created on Oct 16th 2017 07:27. Viewed 780 times.

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