Rebrand

Ben’s Soft Pretzels

Before

After

Objectives:

  • Modernize the brand identity while preserving the nostalgic charm of the original

  • Build a brand that increases relevance among new audiences without alienating loyal customers

  • Enhance brand consistency across all customer-facing assets to strengthen brand recognition and equity

  • Redesign and launch a new website with a seamless user experience and CTAs

Overview: As the Account Manager for the Ben’s Soft Pretzels rebrand, I oversaw the project from concept through execution, ensuring a cohesive transformation across brand identity, UX/UI design, and web development. I served as the main contact between the client and internal teams, managing expectations, aligning timelines, and facilitating collaboration across strategy, web, and creative departments. From leading early discovery sessions to providing feedback and approvals on key milestones, I played a central role in translating the client’s values into a modernized brand and digital experience that aligned with their business goals.