If you’re going to open a new business, why would you make an indecisive ambivalent reference to your predecessor? Either the previous brand and reputation was good, and so should have been kept, or it wasn’t in which case erase all trace of the past and start again.

Shifty Chevre cheese and wine bar recently closed, and the new tenant has remodelled the space and rebranded it as Shifty’s. Replace hipster design template 1 (vowels are so last week) with hipster design template 2 (circular ink stamp style logo). The new logo suggests some remaining focus on cheese on the menu (which is not on the website or in the window). But the window formerly filled with cheese in now filled with bottles of booze (not that there’s anything wrong with that).

Excuse my cynicism but I remain unconvinced by the whole concept. They’ll have to at least show me the menu before I bother stepping in the door.

shiftys indecisive rebranding

indecisive rebranding

2 thoughts on “indecisive rebranding

  • 12 June 2017 at 10:00 pm

    Same owners with a rebrand maybe? Agreed – Odd choice

  • 21 June 2017 at 11:39 am

    Different owners as per past owners comments on their social media channels. The whole move is very weird.


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