ATLANTA — Marble Slab Creamery is repositioning its global brand image to better reflect its gourmet ice cream experience, the company has announced. The rebranding initiative will include a new store design, new product packaging, Web site redesign, and a new look and feel to all in-store point-of-purchase materials.
Marble Slab Creamery is managed by NexCen Franchise Management Inc., a subsidiary of NexCen Brands Inc.
This spring, the brand will unveil new packaging and point-of-purchase designs for all of its ice cream cups, shake cups, cake boxes and in-store materials. Marble Slab Creamery will be moving away from plastic and all new containers will be made of paper, a more environmentally favorable option. All packaging will display the phrase, "Find Happiness Within."
Marble Slab Creamery is also redesigning its Web site 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.
This fall, Marble Slab Creamery locations will receive a revamped store design. Customers can expect a new color palette featuring chocolate and pink shades, as well as new furniture, flooring and lighting fixtures. A remodel program will be rolled out for existing franchisees in order to update their stores.
"The rebranding initiative is inspired by the brand's commitment to homemade, gourmet ice cream," said Jenn Johnston, senior vice president of NexCen Franchise Management Inc. "Our ice cream is hand-crafted with the finest ingredients and served in freshly baked waffle cones. All aspects of our brand should reflect these chef-driven values."
