Smoothie King: Rebrand
Smoothie King is a franchise that specializes in blending smoothies for a certain purpose. It offers options for specific dietary needs. There are over 800 locations around the world.
Though the company and product are focused on health and fitness, the brand often comes off as cheap, giving it more of a fast-food feeling.
The rebrand works to modernize the brand to compete with trendy juice and smoothie companies. It differentiated Smoothie King from fast food chains, while maintaining it's bright personality, iconic red color, and fitness oriented product. The combination will bring in new customers without alienating the current audience.