CLOUD CITY HANDCRAFTED ICE CREAM
CREATIVE BRIEF -------------
Equal parts magic & love, Bryan Gilbert revived his local childhood ice cream shop in Portland, Oregon for his children. So they can experience the joy of being together and enjoy scoops of handcrafted ice cream.
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Because of this, Bryan Gilbert has been dedicated to building a community and for more of Portland to experience the magic of his handcrafted ice cream shop.
To help Bryan achieve his mission, the logo was redesigned and a visual identity system was developed to be more complementary to the handcrafted ice cream and reflective of the local Portland community. By doing so, Cloud City is being posted more frequently across social media platforms, which has acquired them more customers and has given the brand more recognition.
SHARING A SCOOP OF
ICE CREAM
THE VISUAL IDENTITY SYSTEM
BACKGROUND-------------
With the rise of food culture on social media platforms and online review forums, the internet has become the main method for people to share their food experiences and discover new places.
Understanding this, it was important to optimize a marketing opportunity by branding these Cloud City experiences photos being shared online.
OBJECTIVE -------------
Brand and develop a visual identity system that would complement the handcrafted ice cream. Additionally, the identity needs to reflect the company's story and spread brand awareness across different media platforms.
SUPPLEMENTARY DESIGN ELEMENTS
THE COLORS -------------
AEE4F8
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G
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B
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228
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248
FAF7F7
R​
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G
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B
250
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247
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Inspired by the Portland sky, nostalgia, and vintage ice cream parlors, the colors selected were a way for Bryan Gilbert to recreate and share his childhood ice cream experiences with his children.
Also, the introduction of the powder sky blue into the brand colors story assisted in differentiate Cloud City from its competitors, by departing away from the black and white handcrafted dessert shop design trend.
THE GRID -------------
The city’s urban planning was designed on a grid, which weaved many of Portland’s different neighborhoods and communities together. This was the intention behind adding grids into the visual identity system, to represent the city in a more conceptual way.
REDESIGNING THE LOGO
COMPARISON -------------
PREVIOUS
REDESIGNED
INSPIRATION -------------
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The logo mark combines a cloud and ice cream cone to reference Cloud City’s heavenly tasting ice cream and uniquely express its brand.
The design has elements from both vintage and contemporary logo lockups, emphasizing the handcrafted brand and its story while appealing to modern food culture aesthetics. This represents the generational experiences and connection shared between Bryan Gilbert's mother & his children.
SKETCHES -------------
RESPONSIVE LOGO-------------
In addition to the main logo and icon, I created a scalable system to ensure that the logo can be used in multiple different applications and sizes.
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Menu Layout
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Paper Bags
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Visual Identity System
THE TAKEAWAYS
IMPACT -------------
Redesigning the logo and visual identity system, Cloud City stands out from the competition by branding itself across different media platforms.
The designs also enhance the handcrafted ice cream and Bryan Gilbert story.
Overall increasing customer acquisition and brand awareness.
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Further fostering and connecting Cloud City to the local Portland community.
DELIVERABLES-------------
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Brand Strategy
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Ice Cream Cone
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Ice Cream Cup
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Ice Cream Pint
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Logo Design
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Loyalty Card