The Cheesecake Shop has undergone a rebrand, unveiling today its fresh new logo and store design.

Scott Bush, CEO of The Cheesecake Shop, said “We are so proud to launch The Cheesecake Shop’s new brand identity and we know our customers will love the evolution and the fresh look and feel.

“We recognise and respect our rich Australian history dating back to 1991 but we also acknowledge the need for rejuvenation as part of the brand’s ongoing evolution.”

Bush told Franchise Executives that franchisee feedback had been “fantastic” in the three-week roadshow unveiling the new look.

The new fit-out will be slightly more expensive but franchise costs won’t increase dramatically, he said.
The Cheesecake Shop rebrand lightens up The new logo swaps white lettering on the iconic green
colourway for dark green lettering on a mint background.

“What we wanted was to create new-stalgia,” Bush said. “Our brief was ‘don’t make it uber premium, play to the history of the brand’. We have kept the awning device on our boxes, we definitely wanted to hang on to the dark green.”

In-depth consumer research informed the rebrand. It found customers loved the brand but didn’t believe the cakes were baked fresh on site every day.

Now a new tagline, Happiness Baked Daily, reiterates that point, as does the store layout.

A nostalgic new store look, led by McCartney Design, will connect customers with an open kitchen which allows them to observe the cake baking and decorating.

Modern curved display cabinets, retro elements such as menu boards, striped awnings and tiled counters and a click-and-collect counter will also feature in the new fitouts.

The firm’s training grounds and corporate store in Guildford will adopt the new look today, followed by Port Macquarie.

The new look will gradually roll out across existing stores in Australia and New Zealand as part of refurbishment plans. All new stores to open will adopt the modern store
fit-out.

Bush said “Working with our franchisees from more than 200 stores has been a positive experience. We have taken their extensive feedback on board, and they are excited to be part of the brand’s next steps to reach new audiences, make more people happy and invest in our plans to
expand and grow.

New look first step in further brand developments

“We’ve taken an innovative approach to strengthening our brand and there are more exciting announcements to be shared in the coming months,” he said.

Bush signalled developments in product innovation, investment in digital platforms, training and development and some new partnerships.

Today the 32 year-old cake chain launches an advertising campaign across digital, social media, cinema and TV.

This story was originally published on Franchise Executives.