Branding
Monday February 1, 2021 By David Quintanilla
The Nice Company’s Ice Cream Design Is Retro Fun | Dieline


If cash might purchase happiness, then we would all know what to spend our tax return on. However whilst you can’t purchase happiness, you should buy ice cream. Which, so far as we’re involved, is just about the identical factor.

The design for The Good Firm’s line of artisanal ice lotions may have you pining for the times the place you’d save up your quarters for a nook retailer pint. Plus, the nostalgic typeface and wavy design permit the ice cream to look each youthful and refined.


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The Good Firm is a traditional artisan firm that has been producing recent ice cream, frozen yogurt, and fruit sorbets for over 20 years. They’re devoted to the method of unique recipes, however are at all times positive to maintain up with ingenious and modern developments within the meals business at any given time.

Editorial photograph

The Good Firm not too long ago approached Companions In Crime to work on redesigning the model with a spotlight, greater than something, on packaging. The purpose was easy: to make it “enjoyable”. 

Editorial photograph

There are few folks whose childhood reminiscences don’t, at one level, coincide with consuming ice cream or shaved ice in small containers with picket spoons. Whether or not from an ice cream truck or college cafeteria, these flat, picket spoons are iconic.

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With this in thoughts, the design staff determined to include this one image related to scrumptious reminiscences and make it a pivotal facet of the brand new label’s design. The model phrase mark, due to this fact, is a curvy font whose shapes and features are by-product of the form of the old-school picket spoons. What higher technique to incite childhood reminiscences than in a cool and recent design? 

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Utilizing a postmodern colour scheme, predominantly with shades of shiny blues, teals, and heat pink tones, was additionally a nostalgic tribute. The brand new branding is each enjoyable and quirky, whereas sustaining a way of the traditional facet of home made ice cream the Good Firm stands for.  

Editorial photograph
Editorial photograph



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