Abilyn’s Frozen Bakery, originally named Chilly Cow, had operated as a local ice cream shop for a several years. To expand the business, they started selling their allergen-free ice cream cakes at local grocery stores, with a goal of becoming a regional brand within three years. However, sales were not meeting targets. Then, they received a cease and desist letter from a much larger ice cream brand with a similar name. Forced to rebrand, they needed a new identity that would boost sales and support their regional growth goals.

Mission + Value Proposition Statements 

Brand Name + Tag-line 

Logo 

Custom icons   

Website 

Package Design 

Point-of-Purchase Displays

Uniforms 

Sell Sheets 

Trade Journal Advertisement 

Retail Signage 

Brand Guide

Interview the co-founders to learn their origin story and goals for the brand 

Created several loose, conceptual inroads for the brand to test with customers

Attended tastings at several grocery stores to speak with customers about their expectations for an ice cream cake; get a read on brand presentation  

Established a new brand identity: 

Created a vintage-inspired visual identity drawing on quintessential ice cream parlor aesthetics to stir fond childhood memories.

Designed custom icons to call out key food attributes.

Revised flavor descriptions to carry brand voice.

New packaging contributed to a 40% increase in sales 

The new brand identity effectively aligned with customer priorities, proving flavor and design are both critical to success in the indulgent frozen dessert category.

Product is now carried by several regional and national grocery stores