DSC Ice Cream Shop : Branding
Local dessert businesses often compete in crowded markets where products are similar and visual identity becomes a key factor in attracting customers and building loyalty. Many small shops lack cohesive branding systems that clearly communicate their personality, offerings, and connection to nearby attractions or community spaces.
This project was driven by an interest in creating a joyful, approachable brand experience that reflects the simple pleasure of getting ice cream with friends and family. I wanted to design an identity that captured the nostalgia and excitement associated with soft-serve cones, sundaes, and specialty milkshakes, while also highlighting the shop’s role as part of a larger outing—grabbing dessert and then heading to the nearby indoor skate rink.
I developed a complete branding and packaging system for a fictional local ice cream shop, focusing on clarity, playfulness, and versatility. The identity was designed to feel energetic and welcoming, appealing to customers of all ages. I created packaging for core products, including cups, wrappers, and takeaway containers, ensuring the designs were visually consistent while remaining functional for high-volume, everyday use. The visual language emphasizes bold typography, cheerful color combinations, and simple graphic elements that reflect motion and fun—subtly referencing the skating experience next door. The system was designed to work across multiple touchpoints, including storefront signage, menus, and packaging, allowing the brand to remain recognizable whether customers are ordering at the counter or carrying their desserts to the rink.
The final outcome is a cohesive brand and packaging system that positions the shop as both a dessert destination and part of a larger entertainment experience. The identity communicates fun, approachability, and quality while helping the business stand out in a competitive local market. The designs support quick customer recognition and create a memorable visual presence tied to positive social experiences.
This project strengthened my skills in branding for small businesses, packaging layout, and designing for real-world usability. It reinforced the importance of creating identities that extend beyond logos to shape how customers emotionally experience a place. The project demonstrates how thoughtful design can turn a simple stop for ice cream into a recognizable and engaging local brand.