Modernize a 35-year old logo but retain the casualness of a lake town ice cream shop and conjure a sense of nostalgia essential to bridging the old look to the new.
We spent a day in the small lake town, touring the neighborhoods, eating at the rival ice cream shops (Lick’s and Tommy Trolley), and talking to shoppers strolling on main street. We interviewed the core team that runs the shop and Adele’s loyalists. Taken together, we identified and presented two archetypes that best captured the spirit of the brand and its role in the community.
The love was so strong for this logo and visual expression that it was implemented immediately, with kudos from brand loyalists.