Discovery & process
Logo and website modernization
For the logo, I was inspired by the designs of vintage ice cream parlors. I wanted to give it that retro feel, but in a modern way. Since we wanted to keep the font style similar to the original that would continue to be seen in places like the store awning, I started by redrawing the text in Illustrator. I tweaked the letters to update the style, while still keeping them similar to the original shape, and referencing retro font styles for inspiration. I then started to add on other elements to complete the look.
For the website, I wanted to modernize it with a very clean and simple style that would showcase the ice cream photography. I used Sketch to start laying out the content for each page. I created a mini style guide with the main font styles and colors that would be used. The store color has always been purple, so I played off of that with a few updated shades.
For the photos themselves, I spent a few days researching best practices in food photography, prepared a few surface and background boards, and headed to the shop with my DSLR to take some photos. The biggest challenge is that ice cream melts fast, so the photos and staging have to happen as quickly as possible. After my day taking photos, I took them into Lightroom to edit.
Business Value & outcome
Generating income and awareness amidst uncertainty
The new logo and website design launched in Spring 2020 garnered significant positive customer feedback. During the lockdown, this new visual identity was instrumental in social media campaigns announcing the store's reopening, updated hours, and limited menu.
Crucially, the new logo was featured on a t-shirt for a local small business fundraiser, becoming the most purchased design out of 12 others. This direct design impact provided vital income for the shop during an unprecedented time when the store was otherwise closed.
