Ben & Jerrys Retail Store Design | B&J Customer Journey Mapping, branding agency and brand consultants india
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, irreverent and unique. The brand has always been an activist for posi...