Velvet Creamery
About the Project
Velvet Creamery is an artisanal ice cream shop that takes the artistry of ice cream making very seriously. Their ice creams are made fresh daily with only the finest-quality ingredients, and they cater to an audience of affluent customers who appreciate the artistry of ice cream.
From their striking blue and red ice creams to the art installations covering their stores, you’ll know a Velvet Creamery when you see it—and you’ll instantly feel fancier when enjoying one of their frozen masterpieces.
Project Goals
Velvet Creamery specializes in artisanal ice cream made with high-quality ingredients and superb quality, so we wanted a design that would clearly demonstrate the artistry involved in their process. Velvet’s branding also needed to create a subtle feeling of luxury and sophistication to cater to a more affluent range of clientele. Finally, the branding needed to stand out with bold visuals and colors to differentiate them from the numerous other ice cream shops in the industry.
The logo uses a classy script serif typeface and the letter V subtly hides an ice cream cone shape inside it.
The deep red color, inspired by red velvet, complements the dreamy blue base used in the brand’s signature flavor. This acts as a distinct color combination that sets Velvet apart from competitors and creates a memorable image of the brand.
The secondary logo stacks the letters of the business name to creates a simplified variation that can be used in smaller spaces such as cone sleeves, cups, or stickers.
As Velvet sells pint-sized versions of their ice cream for customers to carry out, we created custom packaging for each flavor. We kept the design minimal to maintain the brand’s sophisticated quality. This allowed for the brand’s intense and unique color palette to take center stage and represent each unique flavor.
Velvet’s signature “Once in a Blue Moon” flavor takes the spotlight with a minimal sleeve design that complements the ice cream’s vibrant and fun color. The shop name, “Velvet Creamery”, is also prominently highlighted across the sleeve to increase brand recognition over time.
We created a loyalty card to encourage repeat customers and further build brand recognition. As customers would likely keep the card in a wallet or other safe place, they would see the Velvet name and its unique colors regularly, keeping the brand top of mind.
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