While some ice cream brands want you to try their Neapolitan, Coolhaus encourages you to savor the taste of fries dipped in your milkshake. When Coolhaus approached us to collaborate on their rebrand, we were invited to imagine an identity for a brand founded on the belief that ice cream offers endless possibilities. We chose to center the brand direction on "Edible Creativity," highlighting the unique personalities behind every flavor and SKU through evocative naming, vibrant colors, and a robust custom illustration system. We developed a cohesive brand hierarchy that seamlessly adapted across 60 SKUs and three distinct categories: Dairy, Dairy-Free, and Animal-Free Dairy.

This included six different packaging formats, from pints and individual sammies to cones and multi-item boxes. Each SKU featured its own set of custom illustrations and color schemes, contributing to a comprehensive library of over 100 unique illustrations. With creativity at the heart of Coolhaus’s brand DNA, we create a fun illustration system that would allow their internal teams to design new flavors with ease.

This approach maintained visual consistency while giving each product a distinct identity.The system created strategic cohesion & consistency across the brands visual elements, packaging and new flavor names. For the packaging, we looked at the competition in the dairy aisle which was trending towards very minimal packaging. We designed something more maximal, with clear hierarchy and brand name recognition, that would stand out in the very competitive freezer door.