Industry News | April 23, 2009

Marble Slab Gets a New Image

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Marble Slab Creamery is repositioning its global brand image to better reflect its gourmet ice cream artistry experience. The brand is reconnecting with its chef-driven roots through a rebranding initiative that will include a new store design, new product packaging, Web site design 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.

"Our customers are enamored with the quality and freshness of Marble Slab Creamery's ice cream and ingredients," says Chris Dull, president, NexCen Franchise Management Inc. "Research has indicated that customers would prefer more emphasis on the gourmet experience, while maintaining the approachability that is inherent to the brand."

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," a sentiment that embodies the culture of the brand.

To further the rebranding process, Marble Slab Creamery is completely 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 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 in order to update their stores.

"The rebranding initiative is inspired by the brand's commitment to homemade-gourmet ice cream," says 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."

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