![]() ![]() The market for artisanal products has exploded in recent years, and ice cream is no exception. ![]() Originally established in a Brooklyn kitchen in 2007, Van Leeuwen started with a mission to “revive the classic American ice cream truck and the art of traditional ice cream making.” The tasty treat is available in a range of traditional flavors to more inventive combinations like Honeycomb, Passion Fruit Layer Cake and Peanut Butter Marshmallow Crunch, all made with natural ingredients like hormone and antibiotic-free milk and cream, egg yolks and cane sugar, and the best chocolates, fruits, cookies and nuts. The designers closely with company founders Ben and Pete Van Leeuwen and Laura O’Neill to develop the branding, which coincides with the company’s 10th anniversary this year. Since the introduction of the new packaging in the fall, retail sales have increased 50 percent. Stripping off all the visual noise typically seen in ice cream branding, the new identity deploys minimal graphic elements-the logo and a decisive color palette-that reflects the purity of the ingredients, and colorful pints that stand out in stores and look great on social media. Pentagram has created a new brand identity system for Van Leeuwen that positions it as the ice cream of choice. Van Leeuwen Artisan Ice Cream makes high-quality ice cream with the finest organic ingredients, prepared from scratch in Brooklyn and sold in both classic and vegan varieties via trucks and shops in New York and Los Angeles, as well as packaged pints at grocery stores. ![]()
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