The Cheesecake Shop has launched a rebrand anchored by a refreshed visual identity, bold new brand strategy and creative campaign developed by Elevencom.

Synonymous with great-tasting cakes and desserts, The Cheesecake Shop is on a mission to connect with even more Australians through a sweet brand rejuvenation.

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 and will roll out nationally from Monday 6 November 2023.

Elevencom director of creative strategy, Jono McCauley said the iconic brand was due for an elevation and they were excited to be tasked with such a responsibility to redefine and evolve the brand’s distinctive assets: “Reinventing a classic brand like The Cheesecake Shop is an exciting challenge – but a big responsibility.

“Research told us there’s a huge amount of nostalgia attached to the brand so we knew we had to strike the right balance between maintaining key brand assets and creating something fresh that would attract and appeal to a new generation of customers.

“Our overarching objective was simple: create a brand that would make anyone feel proud to arrive at any social function carrying one of The Cheesecake Shop’s distinctive green boxes.”

The Cheesecake Shop chief marketing officer, Rebecca Barnes said the rebrand campaign captured the emotional connection with the nostalgia of the brand while keeping it fresh and relevant: “The role cake plays in people’s lives is not just one for huge milestones and celebrations but also for the everyday.

“Our rebrand campaign depicts relatable scenarios through a series of life’s greatest moments and, even life’s worst days. Whether it’s a bad day at work, a break-up, a union, an argument, we are confident most Australians will be able to relate to these key moments.

“We invested deeply in consumer research, led by CommUnion, exploring the perception of current and past customers and how they felt about the much-loved brand. The outcome was clear – we needed to evolve.

“The new brand identity builds on the Company’s legacy, while also modernising key elements to showcase innovation in a way that brings the Company’s warm, caring nature to life.”