The Cheesecake Shop

Brand Refresh


Back in 2009 Poloko was approached by The Cheesecake Shop to refresh it’s iconic brand. At the time it was experiencing decline in customer growth and the brand required some much needed love and attention. It’s been ten years and we have worked side by side ever since. Year after year they go from strength to strength, ensuring product and shops are constantly evolving, keeping their finger on the pulse with customer trends and demands.

We have now come full circle and again received the task of a brand refresh for The Cheesecake Shop. Part of the journey was participation in observing customer research groups sharing insights in not only The Cheesecake Shop brand but all aspects of the customer journey including shop fit-outs, packaging and products.

This gave us invaluable intel not just from a brand front but also from various marketing touch points.

The logo refresh was smart. A small enough change to totally modernise the brand but not too big to alienate the existing loyal customer base. We also considered design details that assisted in efficiencies in production to keep costs down. As at the end of the day these franchisee owners are mums and dads and every dollar counts.

Once establishing the logo, we then rolled out all various supporting brand assets from signage, shop fit outs, to packaging, marketing and digital assets.

Treat yo self!


The Cheesecake Shop

What We Did

Branding, Design, Website, Marketing