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.

View Thesis Documentation Here!

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!