Kent Scoops
BRAND IDENTITY, PACKAGING, PRINT, MOTION
Client Project through Doublespace
Objective: Build an identity for a proposed ice cream shop in Kent, Connecticut.
Audience: Families and locals.
Strategy & Concept
Ice cream shops live or die on personality. The moment that already creates joy is choosing what goes on top.
Kent Scoops builds the identity around that choice. Bold color, graphic shapes, and illustrated toppings make the visual system an extension of the counter, where variety and play are the point. It runs across signage, social, print, and packaging. Pint packaging was a self-initiated addition beyond the original brief.
Moodboard & Initial Sketches
I knew early it shouldn't feel cute or premium. References leaned expressive wordmarks, drippy fluid motifs, flat saturated color, brands with a point of view. Then I sketched. Typefaces, shapes that read as ice cream, ways the mark could carry customization. Scoops, drips, the mix-and-match feel of building your own.
Logo iterations
Sketches moved to digital, then up for team critique. Feedback narrowed the field and pushed me on color, letterforms, and type. I focused on the wordmark first, letters only, pushing for playfulness and a scoop-like feel. Then the drip as a holding shape, with notes of customization. A cherry, maybe sprinkles. Color came last, tied to the shop's core flavors: mint, strawberry, blueberry.
Social Icon Exploration
Tested a range of icon options, but landed on the cherry. It's the last thing you add, the choice that makes a scoop yours, which is what Kent Scoops is about. So we zoomed in on that. Final social icon below.
Opening Soon Posters
A few early directions: perspective, abstract shapes, illustration. Then I landed on the one that fit, illustrated flavor combinations, different toppings on different scoops.
Packaging Extension
Beyond the original client scope, I extended the identity into pint packaging to push the system further into retail and product applications. The pint art pulls straight from the posters, same drips, flavor illustrations, and color, adapted for a shelf instead of a wall.