Ben's Soft Pretzels


We Twisted a Beloved Midwest Brand into a Distinct National Competitor



Food Service

, Rebrand

, Website

Date:Jan 22, 2024

A full rebrand of a beloved Midwest soft pretzel brand.


Ben's Soft Pretzels

Project Date:

2022; Website launched April 2023


Strategy, Brand Refresh, UX/UI Design, Web Development


Food Service


Created a logo suite that’s adaptable for any size application, enhanced merchandise design (signage, menus, cups, napkins, bags, sleeves), redesign food truck and trailer fleet. Built a multipurpose CTA button, and implemented dynamic section creation.


The redesign of Ben’s Soft Pretzels presented an opportunity to modernize the brand and align the values and beliefs behind the brand with the physical presence of the brand. Other opportunities were to realign the website with the new brand, increase brand awareness and conversions, and overhaul the user experience and customer journey.


The rebrand and web activation led to notable improvements across several areas of our client's business. The new, user-friendly website design significantly increased conversion rates, turning more visitors into customers. In tandem, the refreshed brand identity enhanced brand equity, distinguishing our client in a competitive market and resonating strongly with both new and existing customers. These strategic changes directly contributed to an increase in revenue, demonstrating the effectiveness of our holistic approach to rebranding and digital optimization. In summary, this project not only revitalized the brand's image but also had a tangible positive impact on its financial performance.

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The rebrand invites customers to enjoy momentary peace through pretzels. Redesigning items that the customer interacts with keeps the brand on top of mind: napkins, cups, interior signage, menu boards, food trucks, etc.

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Three Photo Block

Implemented dynamic section creation from a custom CMS, everything on the menu page is auto-populated from a single fetch on the Sanity database. The hero section pulls any menu item marked as featured, and the menu page automatically creates categories in predefined order along with anchor links that are dynamically generated based on what data is entered into the database.

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Weekly website views:


Conversion rate for main CTA: