Philly's Ice Cream Rebranding Case Study

As the graphic designer behind Philly's Ice Cream's exciting new rebranding, the primary goal was to create an identity that felt contemporary, warm, and inviting, reflecting the genuine charm of this beloved brand.

Logo Design and Inspiration: The new logo centers on minimalism and playful sophistication. The ice cream cone illustration was crafted with smooth, rounded lines to embody comfort and indulgence. The simplified cone and ice cream scoop were intentionally designed to be versatile, and recognizable even at smaller sizes on packaging or social media. The negative space was thoughtfully used to evoke a feeling of lightness, capturing the essence of a joyful ice cream experience.

Colour and Typography Choices: The selected mint-green palette evokes freshness, natural ingredients, and modern vibrancy, reinforcing the brand's focus on quality and authenticity. Complementing this, bold, rounded typography was chosen to offer a sense of playfulness and approachable luxury. The combination ensures the visual elements communicate clearly and appealingly across all mediums, from product packaging to digital platforms.

Packaging and Application: Philly’s packaging received a significant visual upgrade. The refreshed identity was implemented on tubs, cones, and promotional materials, each designed to stand out in a competitive market while maintaining coherence with the overall brand image. The tub designs prominently showcase the minimalist logo, paired with large, inviting typography for the brand name, clearly differentiating flavours through subtle, tasteful colour variations.

Brand Messaging: To complement the visual elements, a fresh tagline, "Ice Cream for Your Soul," was introduced to resonate deeply with consumers, emphasizing Philly’s commitment to delivering joy and comfort through their artisanal ice cream flavours.

This comprehensive rebranding effort positions Philly's Ice Cream as not just a treat but an experience that customers can enjoy visually, emotionally, and tastefully.