Montgomery’s Ice Cream is a family business that started with a self-imposed challenge to make delicious chocolate ice cream that was vegan-friendly and non-vegan proof. Their dear friends, the Montgomery’s went vegan, and they were faced with the harsh reality that there was simply no vegan ice cream out there that would truly knock their socks off. It took quite a few attempts, but they cracked the vegan ice cream code. The taste, texture, and consistency they were looking for came together in batch 69. The next step? Start building a brand to introduce Montgomery’s ice cream to the world.

I came up with a brand identity that struck a balance between opposing thoughts. The brand needed to be associated with high price-quality in an authentic, yet modern way, with a strong sense of character. It needed to be playful and edgy, without being too simple or too childish. It needed to be minimalistic, while at the same time being bold and luxurious to stand out from the mass market. And on top of that, find a way to add a personal touch with  handwritten messages and little linear illustrations.I came up with a whole new brand, in just under two months. I first designed a brand identity, helping the client find the balance between playful and elegant.

I applied the brand identity to new packaging and web design, including the styling and direction of the product photoshoot.  Then I used the new designs and images to build a new website and ready-to-use editorial templates so the team can easily manage their own social media channels and create additional marketing material.

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Challenges

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Of course, the project was not without challenges, beyond the branding ones. If I had to highlight the top three, they would be:

1. Editorial material templates needed to be simple, so the client could create content on their own for the social media channels.
2. The packaging needed to take into account future flavors, adding new flavors should be as easy as changing text on colors on a sticker.
3. There had to be something personal, and the best way to show it was with handwriting copy and little linear illustrations.

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