BLUEBELL RE-BRAND CONCEPT
Brand Identity | Creative Strategy | Package Design | Product Photography
2025
OUR CHALLENGE
Carefully communicate Bluebell’s beloved heritage mixed with a modern relevance, to introduce a new visual identity aligning with modern taste and trends while staying true to the Bluebell brand.
OUR VALUES
We are committed to being a timeless favorite, dedicated to the good ole’ fashioned flavors that evoke childhood nostalgia. We value our rich history, local farmers, and operating with transparency to build trust with our ever evolving customer base.
OUR MISSION
To deliver ice cream crafted with original recipes and traditional techniques, to evoke childhood nostalgia, while supporting local communities and upholding the highest standards of quality and excellence.
OUR VISION
To become a trusted brand in homes across the United States, by honoring our rich history while welcoming new generations of customers and continuing to create ice cream people love.
CONCEPT STATEMENT
Capturing the same authenticity and southern charm that has always defined Bluebell, by remaining instantly recognizable, while also reimagining the elements their customers know and love.
ATTRIBUTES
Traditional | Deep-rooted heritage and manufacturing techniques.
Joyful | Evoke sense of happiness that brings people together.
Trustworthy | Reputation as reliable and having a loyal customer base.
Quality | Our commitment to consistency and fresh ingredients.
Craftsman | Dedication to small batch quality and attention to detail.
Community | Our love for local traditions and celebratory moments.
TRENDS & OPPORTUNITIES
We have the opportunity to use recyclable, compostable or biodegradable, materials in our packaging, as well as implement energy efficient technologies. We can also create deeper connections with local communities through pop-up retail locations.
TARGET AUDIENCE
Our diverse audience includes older generations who value strong brand loyalty and tradition, and younger generations seeking comfort in fresh yet familiar brands. Our audience shares an appreciation for authenticity and a sense of nostalgia.
LOGOTYPE & ICON
The logotype is a a soft serif font with subtle contrasts, to evoking a sense of traditional wood type. We also re-imagined Bluebell’s silhouette illustration as a simple logo mark. These elements can be used in combination or as single marks.
COLOR PALETTE
Our vibrant cobalt blue, bluebell, acts as our primary brand color. Its timeless, versatile, and pairs perfectly with our retro-inspired palette. Our secondary colors are meant to feel vintage and nostalgic - to celebrate our past in a fresh way.
Thank you!
Professor | Lauren Cantor
ArtCenter College of Design GMGX
Graduate Studio 03 | Fall 2024
Los Angeles, CA