Marble Slab Creamery is repositioning its brand to better reflect its “gourmet ice cream artistry experience,” as well as reconnect with its chef-driven roots. The rebranding initiative will include a new store design, product packaging and a revamped Marbleslab.com.
This spring, the marketer will unveil new packaging and point-of-purchase designs for all its ice cream cups, shake cups, cake boxes and in-store materials. Marble Slab Creamery, which is managed by NexCen Franchise Management, will use new containers made of paper, a more environmentally favorable option.
All packaging will display the phrase, “Find Happiness Within.” To further the rebranding process, the Marble Slab Web site will be redesigned with its growing international audience in mind. The site will have a more high-end look and feel and will offer online ordering for ice cream cakes.
As part of the new store design, slated to begin this fall, customers can expect a new color palette of rich chocolate and vibrant pink shades, as well as new furniture, flooring and lighting fixtures. A remodel program will be rolled out for existing franchisees so they can update their stores.
“Our customers are enamored with the quality and freshness of Marble Slab Creamery’s ice cream and ingredients,” said Chris Dull, president, NexCen Franchise Management, in a statement. “Research has indicated that customers would prefer more emphasis on the gourmet experience, while maintaining the approachability that is inherent to the brand.”