[CASE STUDY] Ice Cream Shop Rebrand

Big Dipper Ice Cream Shop had reached a point where their logo no longer reflected the brand image they had worked hard to build over the years.

Owners C.J. and Franziska Wessely decided it was time for a brand face lift. They wanted the new branding to reflect their high quality ice cream and professionally run business, while maintaining a fun, family appeal.

Based on the Branding Brief, the new logo needed to have a less ‘child-like’ appeal and lean more towards a family and community feel. With the shop’s plans to be more involved in community events, local sports teams, schools and the like, they wanted a more polished look to their branding.

Original Logo


First Concepts


First concepts with colour scheme and typography options were presented. Next came discussions and refinements.

  • The colour scheme, though bright and vibrant resembling several popular ice cream flavours, needed further development.
  • The Milkshake font was the clear winner and quite a fitting name I must say! 🙂
  • The cone itself required additional finesse; refinement of the waffle cone pattern and enlarging the size of the ice cream scoop.

Final Product

Introducing the new and improved logo for Big Dipper Ice Cream Shop.

Same name, same great quality ice cream treats!

Business Card & Customer Rewards Card

To save on printing costs, we decided to print a dual-purpose card. One side being the business card and the other serving as a customer rewards stamp card. We printed it on a soft touch laminate, 16pt cover stock and had a custom branded, self-inking stamp made for easy stamping.

Menu Design

Design was dependant on the ability to add or remove ice cream flavours easily, while maintaining a clean presentation. Magnet boards and chalk boards were considered; however, the client opted to have the menu developed in PowerPoint and displayed from a large monitor in their shop window. This also made it easy for the client to adjust pricing or new menu items as needed.

Social Media Branding

For the initial launch of their rebrand, we opted to use a stock photo for their social media headers. Custom photography is in progress and will have a fresh impact on all marketing elements going forward.
A new tagline, Chill Out With Us! was developed and is also being used as their social media hashtag. This tagline is a fitting reference to their inviting entrance and community style seating area.


customer feedback

“From our first meeting I knew that Jaime understood our needs and would be able to bring us the look our brand needed.

Throughout the rebrand process Jaime was always patient and would listen to our ideas and then put her touch to it, which we loved. As a loyal customer Jaime could see our needs and express them visually.

The logo is a melting cone that makes you want to lick it up right away. It screams Ice Cream to adults and kids alike. The colours she chose for our A-frame signage has a modern look with a classic twist to it that has already started turning heads to steer traffic our way.

Our customers love the digital signage board’s unique and trendy look. Our rewards card is very professional and we have already seen many return customers this season.”

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