Sweet Swirls Rolled Ice Cream
Sweet Swirls is a local rolled ice cream shop that has more than just ice cream. Other than ice cream novelties and ice cream cakes, they have friendly staff and a very playful and fun style with their branding. Targetting mainly family-friendly customers, it proves to be successful with the many families seen there having a good time. Who wouldn't want to enjoy a sweet swirled treat after a long day? I know I would always want to!
The aim for this project was to completely rebrand Sweet Swirls while keeping their core and playful style intact. Their website was built on the Wix Editor from what I can conclude from, but it unfortunately doesn't look as professionally done or match their in-store branding as other businesses accomplish this. While rebranding Sweet Swirls, I also went for a rebranding campaign with one goal in mind: Sweet Swirls now officially offers online ordering! My rebranded designs reflect this campaign idea. I did end up messing around with poster design ideas for their in-store menus, but I have since decided to keep those concepts out of here for now as they are unfinished.
The Concept
The concept for this project was to completely rebrand Sweet Swirls while keeping their playful and family-friendly style. After seeing the current state of the website and the disorganization of the brand in-store and out-of-store, there needed to be a way to unify both of these for the continuing future of this brand.
The initial concept was only going to be a newly designed website and logo changes. But in order to unify this brand, it would most likely need to go through more than just those. While rebranding this business, it also felt necessary to create a campaign to completely refresh as well. This campaign revolved around getting rewarded with loyalty points while ordering online which is very popular in the food industry today.
The Process
During the beginning of my design process, I visited the Sweet Swirls store to explore and gather information, styles, and inspiration for my designs. The first thing I noticed stepping through the front door of their store is that their online branding was different from the in-store branding. This was one of the first things I needed to solve.
While sketching my ideas out on paper, I kept tracing back to the swirls that they have in their name and style. I completely redesigned their logo by designing an abstract logo that is complimentary with a new wordmark logo. This is already a huge improvement for the brand having a unique logo with easy-to-read text. The next step was illustrations used on the website and other ads. I had versions of the ads as a solid background and others with swirly design assets in the background.
At the end of my design process, I concluded the project by making a branding book with guidelines on how to use the color palette, typefaces, and logo of the brand. This branding book would help guide anyone through the process of utilizing any of this company's creative assets.
