Brand identity for Van Leeuwen Ice Cream


Stripping off all the visual noise typically seen in ice cream branding, the new identity deploys minimal graphic elements—the logo and a decisive color palette—that reflects the purity of the ingredients, and colorful pints that stand out in stores and look great on social media. Since the introduction of the new packaging in the fall, retail sales have increased 50 percent.


The market for artisanal products has exploded in recent years, and ice cream is no exception. The challenge for the designers was helping Van Leeuwen set itself apart in the crowded category. On top of the many brands, most cartons and pints try to communicate too much information. Van Leeuwen’s previous packaging suffered from this visual clutter, and adding to the confusion, the two product lines looked unrelated. The classic ice cream pints were yellow and featured an illustration of the truck, while the vegan varieties appeared in a range of colors and were covered with typography.


Creative Direction
Natasha Jen, Pentagram


Client
Van Leeuwen Ice Cream

Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream
Van Leeuwen Ice Cream