Store Branding Techniques

The Toblerone Rebrand: A Masterclass in Evolution Over Revolution As the founder of Ginger Storm, a brand and packaging design studio, I'm fascinated by significant rebrands that challenge the status quo. Let's analyse Bulletproof's brilliant work on Toblerone's 2023 transformation for Mondelez International. Why the Rebrand? The trigger was stark: Toblerone lost 20% of revenue overnight when COVID grounded air travel, crushing their duty-free dominance. But rather than panic, they saw an opportunity. The brand needed to break free from airport corridors and claim its place in everyday retail while elevating its premium positioning for a younger, global audience. Design Change The genius lies in the distinct and playful brand assets. Bulletproof created a revolutionary packaging system where individual bars stack to form continuous designs, bringing dynamic motion to retail shelves. They simplified the Matterhorn Mountain logo and introduced a modern, minimalist typeface that maintains premium appeal. The signature triangle chocolate became a graphic, appetite-appealing focal point, while vibrant contemporary colours and patterns breathed new life into range extensions. Evolution, Not Revolution What impresses me most is the delicate balance struck between heritage and modernity. The rebrand didn't throw away decades of brand equity - it enhanced it. By retaining core visual elements while modernising the expression, Toblerone achieved what many brands struggle with: meaningful evolution. The Results The numbers tell a compelling story: 18% retail growth across seasonal gifting and limited editions, and a 31% increase in store visit intent. The work secured a 2023 Pencil Award for Packaging and Brand Refresh. While public reactions were divided – as they often are with major rebrands – between those embracing the modern design and those concerned about the brand's Swiss heritage, the strategy successfully positioned Toblerone for global expansion beyond its duty-free roots. What fascinates me as a brand designer is how this rebrand teaches us that successful transformation isn't about erasing the past - it's about building bridges to the future while honouring brand heritage.

This founder put his phone number on the packaging and turned a ₹8 lakh company into a ₹5,000 crore one. Meet Jared Smith, the co-founder of RXBAR. Jared and Peter started by baking protein bars in his parents' kitchen, selling them at CrossFit gyms. And, they put Jared's number on the packaging for direct customer feedback. When retail success didn't follow, they realized transparency was key. They changed their packaging to: • Display ingredients boldly on the front • Add "No BS" to emphasize honesty That one move made Whole Foods call. Then Trader Joe's. Finally, Kellogg Company acquired them for $600M. This transparency-first approach inspired Indian brands too. 1️⃣ The Whole Truth Foods by Shashank Mehta—challenging how Indians think about snacking with “no fine print” on their labels. 2️⃣ Naario by Anamika Pandey—taking authenticity further with a brand that wears its values on its sleeve. When your brand says, “Here’s exactly what you’re getting,” it stops being a product—it becomes a promise. Trust takes time, but it pays back in loyalty. Retention goes up, churn goes down, and your brand becomes a habit. Does your brand deliver No BS? #branding #startup #business #design

Your digital brand strategy is likely obsolete. Consumers no longer wait for you to define your brand. They experience it, shape it, and share it in real time. The old top-down brand monologue is dead. What lives now is a multi-voice, always-on dialogue. If your brand isn’t actively part of that conversation, you’re not just behind ... you’re invisible. The brands that succeed in this environment do five things exceptionally well: 1. They build mobile-first websites that convert. 2. They invest in SEO and paid search to be found when it matters. 3. They create content that builds trust, not just clicks. 4. They use social and email to build community, not just push promotions. 5. And they measure relentlessly because if you’re not tracking share of voice, sentiment, and real engagement, you’re flying blind. This isn’t about more digital noise. It’s about intentionality. A cohesive digital ecosystem. Authentic connection. Insights that lead to action. Digitally native brands like Glossier, Warby Parker, and Allbirds don’t just “do digital.” They are digital. They turn data into an unfair advantage, obsess over experience, and scale loyalty by design. That’s the standard now. Be always on. Be strategic. Be human. Because the question isn’t whether your brand is online. It’s whether it’s alive there. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

Branding isn’t about logos, colours, or catchy taglines. It’s about memory. And memory is built with structure. And guess what’s the hardest thing to do these days? Being memorable. Your audience is: – Overstimulated – Overloaded – Under-committed – And doesn’t give a flying fudge about you or your AI. They scroll past 10 brands before breakfast. They see 5,000 ads a day. They forget what they saw yesterday, and they’re not even trying to remember. So if you’re not strategic about how you show up... You don’t just lose attention, you never had it in the first place. That’s why the best brands aren’t the loudest. They’re the most structured. They build memory by design and repetition. Using the 4Cs of brand building: 1. Clarity: If your team can’t explain what you do and why it matters, your audience definitely can’t. Clarity isn’t just what you say, it's the foundation of everything else. It’s the reason you exist, the problem you solve, and the position you hold. And here's the truth: How well your brand is understood externally depends on how well it's understood internally. No alignment = no clarity. Action: Ask 5 people on your team what the brand stands for. If you get 5 answers, start here. 2. Consistency: Repetition builds reputation. Brands don’t become memorable by changing their tone every quarter or reinventing their message every campaign. Consistency means saying the same thing in a thousand different ways So you create the same mental association every time. 🍟 (I bet you just made one thanks to this emoji.. ) It’s not about being boring. It’s about becoming predictable, in the best possible way. Action: Audit your channels. Are you telling the same brand story across your site, social, decks, ads, and sales calls? 3. Cadence: If you don’t show up regularly, you don’t exist. Your audience is distracted. They won’t remember the one brilliant post you shared two months ago. They’ll remember who kept showing up. Cadence is about memory. It’s about staying top-of-mind when they’re finally ready to buy. Not everyone is ready now. But they will be. And when that moment comes, will they think of you? Action: Set a minimum publishing rhythm. Not for likes, for recall. 4. Credibility: Trust is the real currency. In a saturated world, anyone can say anything. But only brands that consistently do what they say, earn the benefit of doubt. Credibility is the compound interest of brand. It’s sloooow to build, fast to lose, and impossible to buy. Action: Show the receipts. Share stories, results, and proof. Let your audience see what you're like before they buy. Final thought: Most of your market isn’t ready to buy. But one day they will be. The brands that win are the ones that show up with structure. Be easy to understand. Be consistent in message. Be present. Be trusted. Because branding isn’t about what you look like. It’s about what people remember when they need you.

Shoppertainment, selling today means entertainment. +80% Gen Z & Millennials in Europe would change their shopping habits for more experiential retail. The fusion of shopping and entertainment, shoppertainment, is no longer optional. It's becoming a transformative force in beauty retail, driven by a digital-native, experience-hungry generation. The most agile brands are already going for this shift. Are you in? >>ENGAGEMENT today means ENTERTAIMENT: When shopping feels like an adventure, it drives loyalty, social sharing, and impulse buys. Fun isn’t just memorable, it’s profitable. Redesign spaces, Retail is no longer just a point of sale, it's a stage. This generation wants more than products, they want moments. Gen Z’s fully digital upbringing has shaped a strong preference for interactive, emotionally resonant experiences, changing how retail must show up. +85% higher sales for brands that emotionally engage their customers. +81% consumers are willing to pay more for experiences that enhance their shopping journey. >>DISCOVERY through SOCIAL They find new brands via TikTok, Instagram, and YouTube, making entertainment-driven content vital in both online and offline strategies. And remember to be, were your customer hangs. >>HYBRID is the FUTUE. Blending physical and digital, from AR product try-ons and interactive kiosks to mobile integrations, creates a seamless, personalized journey. +30% sales boost in flagship stores offering immersive experiences. +70% beauty shoppers prefer in-store experiences over online alone. >>DESIGN experiential FORMATS: Think: interactive mirrors, gamified rewards, live product demos, mini beauty labs, all turning the store visit into an entertainment-driven journey. +Flagship stores as brand playgrounds. +Pop-up shops for exclusivity and buzz. +In-store events that surprise and delight. +Retail activations that turn shopping into shareable moments. Final Take Gen Z is rewriting the rules of retail. To stay relevant, beauty brands must blend entertainment with commerce, delivering experiences that engage emotionally and digitally. Shoppertainment isn't a trend, it's the next evolution in retail. FInd my curated search of examples and get inspired for success. Featured Brands: CeraVe Chanel Jimmy Choo Musinsa Beauty Lanolips Louis Vuitton Opi Rare Beauty Rem Beauty Too Faced #beautybusiness #beautyprofessionals #beautyretail #shoppertainment #luxuryprofessionals #luxurybusiness

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

Perplexity’s latest ads aren’t ads at all. They’re organic integrations. Instead of buying ad slots on Theo Von’s podcast… They became part of the show itself. When Theo asks his questions mid-interview Perplexity answers in real-time → No "sponsored by" labels → No awkward product pitches → Just curiosity meeting instant answers It’s not just clever. It’s a shift. From interrupting attention → to integrating with intent Resulting in a 50% boost in brand recall. People don't want to be sold to. They want to be helped. The fastest-growing brands aren’t always the loudest. They’re the most useful, at exactly the right moment. So instead of asking: ↳ “Where can we put our message?” Ask: ↳ “Where are people already looking for what we offer?” Then your marketing doesn’t feel like marketing. It feels like value. What do you think of this type of brand integration? --- I share brand strategy insights daily, follow for more.

How do you evolve your brand without compromising your values?  Over 30 years ago Nike debuted their now synonymous tagline - Just Do It. The original iconic ads focused on sports being for everyone, and the greatness that comes with the rewards of sports. Subsequent iterations took on social issues - equality for women’s sports and racial injustice. All met different cultural moments with the same fundamental value intact - Nike celebrates greatness and courage. Today, Nike is meeting both a new cultural moment and a difficult business reality. Their new target customers, Gen Z, are “hesitant to get out there because of a fear of perfectionism". That pressure of perfectionism, and its accompanying anxiety, is perpetuated by constant content consumption, comparisons to others on social media and previous generations glorifying success - including Just Do It ads featuring glorified winning moments and champions. So Nike is pivoting away from their iconic three words and instead asking - “Why Do It?”  Nike's response is a shrewd tactical move. Instead of a demanding, almost aggressive call to action like "Just Do It," the new campaign uses an empathetic approach, reframing motivation from a simple rally cry into an individualized  search for purpose. The new tagline no longer tells their audience what greatness and courage are, but instead asks what greatness and courage mean to them. It’s an important case study for all of us on how smart brands can smartly evolve their message while staying true to their core values. https://lnkd.in/eFkVuizZ

How can rebranding enhance your digital identity? A strong digital identity is vital for firms aiming to connect meaningfully in our online-first world. Rebranding can be a powerful way to reshape this identity, ensuring it’s aligned with your values, market relevance, and audience expectations. Whether it’s refreshing visuals, updating messaging, or enhancing user experience, rebranding offers a chance to make your digital presence a true reflection of who you are today. When rebranding with digital in mind, some key considerations include: 1️⃣ Consistent Visual Identity: A cohesive look across digital platforms builds recognition and trust. 2️⃣ Updated Messaging: Engaging and relevant messaging that speaks to today’s digital audience is crucial for standing out. 3️⃣ User Experience: An improved user experience on websites and apps can support stronger connections with clients. 4️⃣ SEO and Social Alignment: Ensuring SEO and social media strategies match the new brand can boost visibility and engagement. Rebranding to strengthen your digital identity allows you to meet clients where they are, creating a presence that feels both credible and current. How important is digital identity for your brand? #DigitalMarketing #SEO #Strategy #Branding

The best marketing doesn’t look like marketing—it looks like excitement. This ₹19 lakh crore retail brand’s Delhi launch proved that when you design for shareability, customers become your biggest promoters-for free. Here’s what they did         Marketing today isn’t just about showing up—it’s about creating an experience that people want to talk about, both offline and online. Some of the most impactful campaigns start in the physical world before making waves in the digital space. Take IKEA’s Delhi launch, for example. Instead of relying solely on online ads, they built anticipation through a well-thought-out offline strategy that naturally sparked online conversations. I've observed these key elements in IKEA's strategy: 📍 Billboards that made people stop and wonder: They billboards were placed in Connaught Place and Cyber Hub, Also, they were featured countdowns and cryptic teasers, which builds the curiosity and excitement before the launch. 📍 A store made for the ‘Gram: Also, they designed a Life-sized IKEA shopping bags, cozy room setups, and interactive spaces which changed the store into a photo-worthy experience, encouraging visitors to snap, share, and spread the buzz. 📍 Early access that sparked FOMO: Influencers, journalists, and early visitors got a first look, and they sharied their excitement online and making everyone else wish they were there. 📍 Experiences worth talking about: From a Swedish café to live product demos, every detail was designed to make customers the brand’s biggest promoters—naturally. 📍 A seamless offline-to-online journey: QR codes on billboards and in-store displays made it easy to explore products, shop online, and stay connected—blending the physical and digital experience effortlessly. I believe the most valuable insight from IKEA's approach is that effective marketing doesn't require choosing between traditional and digital channels. The magic happens when you understand how they complement each other. Which recent store opening in your city created genuine excitement both offline and online?