For my final project, I chose to rebrand Dip Top Ice Cream, a locally owned shop in Orange, Connecticut, that has been serving the community since 1956. Dip Top is known for its classic ice cream offerings like cones, sundaes, and milkshakes, and it has built a strong reputation as a casual, welcoming destination. A lot of people associate it with childhood memories, family outings, and that nostalgic “small-town ice cream stand” feeling.
Because of that, I didn’t want to change what Dip Top is completely. Instead, the goal of this rebrand was to evolve the brand, not erase it. Dip Top’s identity reflects its long history, but visually, it feels a bit outdated and inconsistent compared to other ice cream brands that are more polished and cohesive. With how much social media and visual branding influence where people go, there’s a great opportunity to refresh the brand so it feels more modern while still holding onto that nostalgic charm.
Throughout this project, I focused on finding that balance between tradition and modernization. I started by researching the target audience, which includes families, kids, teenagers, and young adults. One key takeaway from this was that people aren’t just going out for ice cream; they’re going for the experience. Whether it’s hanging out with friends, going on a casual date, or making memories with family, the emotional side of the brand is just as important as the product itself.
From there, I explored competitor brands to understand what works visually in this space. Many successful ice cream brands use bright colors, clean design, and “Instagram-worthy” visuals to attract attention. At the same time, some brands lean into nostalgia and storytelling to build a deeper connection. This research helped guide my design decisions moving forward.
For the visual identity, I developed a new color palette featuring deep berry and soft pink as the primary colors, supported by softer accent tones. This combination allows the brand to feel playful and sweet, while still looking more refined and cohesive. I also created a typography system that balances personality and readability, using a bold, stylized font for the logo paired with a clean sans-serif font for supporting text.
My final logo brings everything together by combining a simplified ice cream cone graphic with rounded shapes and friendly typography. It’s designed to be instantly recognizable while also feeling modern and versatile across different platforms. I applied the brand across multiple touchpoints, including merchandise, a trifold brochure, an event poster, a newsletter, and a website. Each piece was designed to feel consistent while also reinforcing Dip Top’s identity as a fun, community-centered experience.
This rebrand also positions Dip Top to expand its digital presence and connect more effectively through platforms like Instagram and email marketing. By creating a more cohesive, visually appealing identity, the brand can turn everyday moments into shareable experiences that drive growth and long-term customer loyalty.
Overall, this rebrand is about helping Dip Top stay relevant in a more design-driven world while still holding onto what makes it special. It keeps the nostalgia, but presents it in a way that feels fresh, engaging, and ready for a new generation of customers.