CHALLENGE: In advance of opening their first retail outlets, Hudsonville, a 90-year old creamery brand, was ready to update their identity. The company was started by Michigan dairy farmers in 1926, but wanted a look that would appeal to today’s families while retaining their heritage of tradition and quality.

SOLUTION: Tapping into the joy and childlike glee that fits with ice cream, I developed a whimsical pattern of icons and illustrations that referenced Hudsonville’s rich history, while appealing to a more contemporary audience.

concept: identity • packaging • website • signage • promotional materials