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Indulgence Homemade Ice Cream

Indulgence Homemade Ice Cream

Allie Rhule

Visual Communication Design, 2023

For Dan Rhule, what started as a hobby quickly grew into a flourishing small business. Indulgence sells small batches of ice cream to individuals and several restaurants in Columbus, OH. With five years until retirement from his full-time job and the opportunity to expand the business, it’s time for Indulgence’s visual identity to get a rebrand.

Rebrand Indulgence Ice Cream in a way that expresses the values of community collaboration, high-quality products, and excellent customer service. The design needed to be smooth and fun-but-refined to reflect the brand’s mix of delicious, gourmet-level ice cream with a personable, cheeky personality. The resulting logotype utilizes elegant yet soft and playful letterforms that interact with each other and form the shape of dripping ice cream.

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The transformation from previous logo to the new version
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Basic brand elements
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Packaging examples
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Website and social media
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Shirts and aprons
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View Thesis Documentation Here!

Allie Rhule

Allie Rhule is a 2023 graduate of The Ohio State University with a Bachelor of Science in Visual Communication Design and a minor in Psychology. She views design as problem-solving and tackles challenges with a design thinking approach. Her favorite design fields include layout, branding, and UI/UX. In addition to design, she is passionate about combating substandard housing and systemic poverty in Appalachia with a nonprofit called Mountain TOP.

View Allie's other project in here!

Filters: 2023, Undergraduate Studies, Visual Communication Design, Undergraduate Capstone Project