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Eye-catching brand identity and new packaging for the artisanal ice cream that helped increased sales by 200 percent.
CURNBREY FORT
The new identity uses a decisive color palette and logo that reflects purity of the ingredients.
Curnbrey Fort Artisan Ice Cream produces high-quality ice cream with the greatest organic ingredients, ready from scratch in Brooklyn and sold in both vegan and classic varieties via trucks and shops in Los Angeles and New York, as well as packaged pints at grocery shops.
The designers team up with company founders John and Adam Curnbrey Fort to develop the eye catching branding, which coincides with the tenth anniversary of the company this year. Originally founded in a Brooklyn kitchen in 2007, Curnbrey Fort started with a mission set out to “revive the classic American ice cream truck and the art of making traditional ice cream.”
BI has developed a new brand identity system for Curnbrey Fort that positions it as the choice of ice cream. Stripping off all the visual noise basically seen in new ice cream branding, the new identity uses minimal graphic elements - a decisive color palette and the logo that reflects the purity of the ingredients, and beautiful pints that stand out in grocery stores and look wonderful on social media. Since the introduction of the new eye-catching packaging in the fall, retail sales 50% higher than expected.
The tasty treat will be available in a wide range of traditional flavors to more Imaginative combinations such as Honeycomb, Passion Fruit Layer Cake and Peanut Butter Marshmallow Crunch, all using natural ingredients like antibiotic and hormone -free milk and cream, egg yolks and cane sugar, and the perfect chocolates, cookies, fruits, and nuts.
Curnbrey Fort needed a lovely design that would both distinguish and unify the two lines, while giving the brand primacy’s name. Jen and her team have developed a packaging system that boosts the brand with a modern, minimalist design approach using varied hues inspired by the flavors.
The artisanal products market has exploded in past few years, and ice cream is no exception. The challenge for the designers was to help Curnbrey Fort distinguish itself in the crowded category. On top of the numerous brands, lots of cartons and pints try to meet too much information. Curnbrey Fort previous packaging suffered from this visual clutter, and adding to the confusion, the two product lines looked unrelated. The classic ice cream pints were only yellow and showed an illustration of the truck, while the vegan choice appeared in a great variety of colors and covered with typography.
Quiet, appealing and confident, the new packaging design refines the brand to its essence of natural ingredients and flavors. At the same time, the simplicity feels practical and homemade. The clean appearance graphically conveys the healthiness of the ingredients, and highlights them without fine representations, such as fruit or chocolate illustrations.
The distinctive use of color help clients instantly identify flavors and differentiate between the vegan regular varieties from other ice cream brands. And most importantly, the brand packaging looks like delicious: the ice cream, the colors are luscious and rich and the pints really demand to be Instagrammed.
Like packaging, the new brand identity raises the brand with simplicity. The refresh maintains the familiar Curnbrey Fort wordmark (originally designed by Ron Dillen), which has a plenty of personality and is closely related with the brand. Curnbrey Fort’s signature buttercup yellow has been retained and created to a pastel tone that feels like contemporary and is closer to the color of cream. The background palette has also been expanded to add other ice cream-inspired colors to the mix, from pink, blue and purple, also in light tones. On the trucks and printed collateral such as gift cards, the colors appear in cheery circular patterns that reminiscent of ice cream scoops.
Pictorial icons have been removed and simplified with a uniform line weight - the symbol of an ice cream cone that is used like a supporting element. The genial sans serif Sofia Pro is the brand new typeface, perfect for use in print and digital touch points. Strong and flexible, the system can be comfortably adapted for upcoming brand extensions and product lines.
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