Melting Barriers: The Abilyn’s Frozen Bakery Rebrand
Jeff Sugarman
Abilyn’s Frozen Bakery: How Strategic Rebranding Drove 40% Sales Growth
The Challenge
Abilyn’s Frozen Bakery, originally called Chilly Cow, began as a popular local ice cream shop. The owners decided to expand by selling their allergen-free ice cream cakes in grocery stores, with a goal of becoming a regional brand within three years.
However, retail sales were disappointing. The situation became urgent when a larger ice cream company sent a legal letter, forcing an immediate name change due to trademark similarities.
Before starting the design process, I provided Abilyn's (formerly Chilly Cow) with a brand analysis to identify market trends and creative opportunities.
This legal challenge presented an opportunity to address the underlying sales issues. Customer research revealed a crucial insight: flavor appeal outweighed health benefits when purchasing indulgent frozen treats as the primary buying factor.
The Abilyn’s brand needed to fulfill three customer desires: all natural ingredients; a fun experience; and always provide a richly satisfying taste.
Initial Design Concepts
Initial concept work, exploring a premium design style.
Initial concept work, exploring a festive holiday theme.
Initial concept work, tapping into the joy of eating ice cream cake.
Initial concept work, tapping into the joy of eating ice cream cake. This design gives more prominence to the product window.
Initial concept work, exploring a clean and modern design style.
Initial concept work, making the cow a larger part of the brand identity.
Complete Brand Transformation
I created a comprehensive new brand identity that aligns with customer preferences and drives sales growth.
Side view of the package with callouts showcasing the ice cream cake key attributes.
Project scope included:
Mission statement and value proposition development
Brand naming and tagline creation
Complete visual identity system (logo, custom icons)
Website redesign
Package design overhaul
Point-of-purchase displays
Staff uniforms
Sales materials and trade advertisements
Retail signage
Brand guidelines documentation
Custom icons designed to reenforce the brand's all natural positioning.
Color coding across the assortment makes it easier for customers to find their favorite flavor.
Research-Driven Brand Development
Customer-Centered Research
I began with detailed interviews with the co-founders to understand their vision and brand story. Then I conducted field research at grocery stores, speaking directly with customers during ice cream tastings to understand their expectations and purchase decisions.
Strategic Brand Direction
Based on this research, I developed and tested multiple brand concepts with target customers before finalizing the strategic direction.
Visual Identity Creation
The final brand identity strategically balanced nostalgia with contemporary appeal:
Vintage-inspired aesthetic drawing from classic ice cream parlor imagery to evoke positive childhood memories
Modern typography and vibrant photography to attract today’s health-conscious consumers
Custom icon system designed specifically for Abilyn’s to highlight key product attributes
An ingredient comparison chart that communicated health benefits while maintaining an approachable, fun brand personality
Alternate version of the logo.
The "No Zone" was created as a playful way to support the brand's credibility as an all natural food.
Result: Measurable Business Impact
The rebranding successfully aligned brand presentation with actual customer priorities. This project demonstrated that in the indulgent frozen dessert category, both compelling flavor positioning and strong visual design are essential drivers of purchase behavior.
Gift cards, sell sheet, and a direct mail envelop to support DIY marketing.
Landing page design
Conceptual rendering of the store exterior.
Interior wall covering.
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Posted May 15, 2025
I was brought in to whip up a new brand identity that would make Abilyn's irresistible. The new packaging helped Abilyn's serve up a 40% surge in sales.
