Atlanta-based e-commerce gifting brand Edible is undergoing a brand revitalization ahead of the company’s 25th anniversary.
The brand’s fresh image comes in time for one of the busiest gifting and entertaining seasons of the year and includes a modern visual identity, new innovative storefronts and a range of offerings that can be delivered within one hour, including fresh fruit arrangements, baked goods, flowers, gourmet chocolates and more, according to a news release.
“Embracing change is vital to staying ahead of the curve in today’s fast-paced market. This initiative reflects our ongoing commitment to evolving as a business in a way that appeals to a modern customer,” Somia Farid Silber, president of Edible, said in the release. “We’ve comprehensively revitalized the brand, ensuring our modernized identity is seamlessly integrated across every customer touchpoint. This consistent and engaging journey will help to remind our customers — especially millennials and Gen Z — that Edible is not just for big calendar moments; it’s your go-to resource for turning everyday moments into extraordinary memories.”
Edible’s new visual identity will roll out in select markets throughout 2024, including an updated brand logo and packaging, and refreshed and experiential storefronts in key markets across the U.S., complemented by added personalization options and a refined website experience, the release said.
The new store concept — created in collaboration with experience design firm Livit — reimagines the gifting journey for customers, offering an immersive and engaging in-person retail experience, something younger demographics of shoppers are demanding, according to the release.
This brand refresh also includes Edible’s recently launched “There’s an edible for that” advertising campaign, which shows the tone behind the brand’s renewed approach and updated offerings.
