Van Leeuwen Artisan Ice Cream makes high-quality ice cream with natural elements, ready from scratch in Brooklyn and bought in traditional and vegan varieties in New York and Los Angeles. Pentagram’s Natasha Jen and workforce have created a brand new model identification system for Van Leeuwen that place it as “the ice cream of selection.” Stripping off all of the visible noise sometimes seen in ice cream branding, the identification deploys minimal graphic components — the brand and a vivid coloration palette tied to the assorted flavors — that displays the purity of the elements, that stands out on cabinets, and appears nice on social media.
Jen and her workforce labored with firm founders to develop the branding, which coincides with the corporate’s 10th anniversary. The minimalist packaging system unifies and distinguishes the 2 beforehand separate strains — traditional and vegan — and offers the model title primacy.
The refresh retains the acquainted wordmark initially designed by Cathe Holden. Van Leeuwen’s signature buttercup yellow additionally been retained, however advanced to a pastel hue that feels modern and is nearer to the colour of cream. On the vans and printed collateral, colours seem in cheery round patterns that call to mind ice cream scoops. Along with Jen, the workforce contains Affiliate Designer Joseph Han, Designer Ji Park, Animator Rhea Manglapus, and Challenge Supervisor Georgina McDonald.