COLD STONE
DYNAMIC SYSTEM
TIMELINE
3 Months
TEAM
Alyssa Dizon
Sydney McNall
Chris Song
ROLE
Brand Designer
TOOLS
Illustrator
Indesign
Photoshop
After Effects
Figma
OVERVIEW
Cold Stone is an ice cream brand that sells the entire experience of buying a treat. From picking the fun flavors and toppings to watching the employees mix the ice cream right in front of you. Customers are there to have fun from the moment they step into the store to when they receive their ice cream.
OBJECTIVE
Cold Stone’s overall look and feel are outdated and do not accurately reflect the brand’s agenda of making buying ice cream fun. The update changes their brand image to better reach their target audience and reflect their products and services accurately. Make Cold Stone look youthful and have their design relate to their products.
REDESIGN
Cold Stone gives you the ability to have limitless options to make your ideal ice cream. To keep their goals consistent with their design, our team decided to create a dynamic brand based on their vast topping selection. Making customers’ personalized ice creams even more special, magical even, just as their brand archetype suggests.
Positioning
Statement
For overwhelmed, overworked people who are burnt out from work and the constant reminder of distressing news from digital media consumption, Cold Stone is the ice cream parlor that brings customers their personal oasis so they can take a break from life’s demands.
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Strategy
Cold Stone gives you the ability to have limitless options to make your ideal ice cream. To keep their goals consistent with their design, my teammates and I decided to create a dynamic brand identity based on their vast topping selection. Making each customer’s personalized ice creams even more special, magical even, just as their brand archetype suggests.
Dynamic System
Visual Language
Logo Don'ts
Color
Palette
Cold Stone’s primary colors consist of red-orange and black to create a design that stands out. We opted for a bright red-orange instead of a simple red because many food chains already use a classic red, therefore a tint of orange would make the Cold Stone stand out compared to it’s competitors. Black is our other primary color because it pairs perfectly with the rest of the colors in the palette.
Cold Stone’s primary colors consist of red-orange and black to create a design that stands out. We opted for a bright red-orange instead of a simple red because many food chains already use a classic red, therefore a tint of orange would make the Cold Stone stand out compared to it’s competitors. Black is our other primary color because it pairs perfectly with the rest of the colors in the palette.
Cold Stone’s primary colors consist of red-orange and black to create a design that stands out. We opted for a bright red-orange instead of a simple red because many food chains already use a classic red, therefore a tint of orange would make the Cold Stone stand out compared to its competitors. Black is our other primary color because it pairs perfectly with the rest of the colors in the palette.
Typography
Typography
Typography
Typography
Typography
#F05030
#000000
#BE894E
#F38DBA
#5F8B3D
#DFE677
#8357A3
#FBC728
#8357A3
#8357A3
TYPE PARING
Sora was chosen because of its quirky look. It is able to stand out as bold but blends in as regular. It adds a soft likeness to our logo and also comes in various weights.
SORA
SORA
SORA
BOLD
BOLD
BOLD
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-_=+,./<>?
SEMI BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-_=+,./<>?
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()-_=+,./<>?
Applications
High Tech Experience
NATIONAL ICE CREAM DAY WALL
For National Ice Cream Day, Cold Stone will have a large interactive board that customers can touch the screen and play with it or just stand in front of it and take selfies.
APPLICATION IN SPACE
APPLICATION WITH CUSTOMERS
Takeaways
BRAND IDENTITY
Cold Stone is now a more youthful and dynamic brand.
The brand is now playful and more personalized like the ice cream they sell.
The store experiences are elevated with high tech products to showcase the brand.