Life is like an ice cream cone,
you have to lick it one day at a time.

Since 1948, locals from La Jolla to Jamul visit National City just for a cone of Neiderfrank's famous ice cream. The flavors, made with 100% natural ingredients, are produced the old fashioned way with equipment that's 100+ years old which gives the ice creams the rich taste and great quality that are hard to find today. Neiderfrank’s needed a brand refresh that retained its brand equity and vintage charm.

To update the logo, I used Kingthings Calligraphica and Lydian lending a hand-lettered feel. I included fruit illustrations as a homage to the original logo, but with ornaments to help tie the emblem together. These changes modernize the brand while still keeping its original brand identity that the locals have come to know and love. I used the checkered pattern, found on the floor of the establishment, throughout the branding to have give a cohesive environmental design and overall brand. The refreshed identity of the 70+ year old ice cream parlor has a fresh new look, while still keeping it familiar to its loyal patrons.