Ben & Jerry’s Packaging Rebrand Triggers Digital Asset Management Overhaul

Ben & Jerry’s is revamping how it manages creative assets after its latest packaging redesign prompted a company-wide transformation of its digital asset management (DAM) system.

The ice cream brand, known for its activist storytelling and bold visual identity, rolled out updated packaging earlier this year to improve shelf clarity and modernize its aesthetic. But the change also revealed deeper operational challenges — including outdated systems for managing thousands of digital files across global teams, agencies, and retailers.

In response, Ben & Jerry’s upgraded to a centralized DAM platform that enables real-time collaboration, automated asset tagging, and streamlined approvals. The system is now being used to accelerate time-to-market, reduce errors, and ensure brand consistency across channels.

Executives say the DAM overhaul has become a foundational step in modernizing the company’s marketing operations — especially as content volume and global complexity continue to grow.

corpbrief insight:

Packaging may catch the eye, but it’s the backend that keeps the brand on shelf and on message. Ben & Jerry’s shift shows how creative identity depends on operational clarity.