The Cheesecake Shop

The Cheesecake Shop had disappeared from consumers’ radars. Many thought it had gone for good. But the brand still held a lot of goodwill and a sense of nostalgia. Our rebrand began with new designs across stores and packaging that tapped into the ‘newstalgia’ of baking. We then created the Happiness Baked Daily position, built from a core brand benefit and iced with the joy the brand brings to people every day.