Duff’s Dairy Treats is a small-town ice cream shop in Cincinnatus, NY. 90% of their customers consist mainly of an older demographic. In order to bring in more customers from the local school while maintaining their current customer base, I redesigned their brand identity to feel more youthful and energetic while maintaining a retro feel in a more modern sense.   

For the primary logo, I wanted it to be bubbly and free-flowing to reinforce the idea that Duff’s is a friendly and youthful company. So, I hand-drew a bubbly typeface that could also be seen as spilled milk. I also added a spoon shape to the center of the “U” and made the “D” look like a popsicle to highlight well-known ice cream-related imagery. Also, using the stylized “D” as an icon helps create brand recognition as it is a unique, simple, striking image that customers can quickly glance at and immediately know is for Duff’s. I paired the soft, bubbly, sans-serif text with a retro, serif font to help provide contrast and bring this new branding back to the original.  

When deciding on the color palette, I wanted something that conveyed the sugary nature of the products Duff’s sells, while not being too bright and wild as to still appeal to their older demographic of customers. Ultimately, I decided to go with bright colors that were all a similar hue of red. This way, the colors aren’t too in your face even though they are vibrant and saturated.