Tropical Smoothie Cafe unveils brand makeover as its eyes big expansion
Tropical Smoothie Cafe has launched a new brand identity and customer experience as the company continues its rapid expansion.
The smoothie chain debuted a “brand transformation,” created in partnership with global branding agency JKR, designed to bring its “Eat Some Good!” marketing tagline to life and support its next phase of growth. Tropical Smoothie opened its 1,700th location in April, putting it on track to reach more than 1,800 cafes by year-end.
With a development pipeline of more than 900 cafes across 44 states, Tropical Smoothie also has plans underway for international expansion. The company surpassed $1.6 billion in system sales over the 12 months ended in June.
[READ MORE: Tropical Smoothie Cafe names new development chief]
“We are a company and a brand that has evolved significantly over the last few years and really over the last 10 years,” CEO Max Wetzel told CNBC. “We’re thinking about what our next 3,000 cafes look like, and so it’s a perfect time for us to roll this out.”
As part of the rebranding, the company said it will roll out a redesigned, more unified web and app experience over the next several months that reflects “the spirit of the brand itself.” Customers will be customize their favorites, access loyalty benefits and check out in one seamless journey on the app, online or in-cafe.
The new branding includes a redesigned logo with a palm tree icon shaped as a T that serves as a shorthand for the company’s name. The rebrand features new colors, illustrations and photography based on a palette of “Palm Frond Green” and “Sunset Orange,” according to a press release.
The changes will begin rolling out across Tropical Smoothie locations and digital platforms in the coming weeks.
"This goes beyond how the brand looks," said Deborah von Kutzleben, chief marketing officer, Tropical Smoothie Cafe. "It's about creating a stronger, more consistent brand experience across every touchpoint, one that guests will feel the next time they order, true to the energy, quality and optimism that have always driven our business."
