Here’s what to expect with The Cheesecake Shop’s brand refresh

Its Guildford location is the first to adopt the new look.

A bold new logo, a refreshed website, more in-store marketing materials, and a major TV commercial is what The Cheesecake Shop is bringing out as it launches a new look.

The company’s rebrand campaign will feature a new logo, packaging box design, signature colour palette, new brand positioning, TV and digital assets airing across multiple screens, out-of-home (OOH) advertising, online video and supporting social media. 

The multi-channel campaign, which was developed in collaboration with creative agency, Elevencom and media agency Wavemaker relaunches the nostalgic, iconic brand.

The Cheesecake Shop’s Guildford location will be the first to adopt the new store fit-out by McCartney Design. Eventually, all new stores to open will do so under the new look, whilst existing stores will be gradually updated as part of refurbishment plans.

“Whilst we may look a little different, we remain focused on creating the quality cakes and desserts that customers know and love – all baked in-store by expert bakers and decorators. This won’t change. 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,” Scott Bush, CEO of The Cheesecake Shop said.