Hailey Caress of ArtCenter College of Design (MFA) Graphic Design

This is a concept rebrand identity for Blue Bell Creameries. The Texas-based ice cream company founded in 1907 has grown from a small regional creamery into one of the most beloved ice cream brands in the United States, with a reputation for classic flavors made the old fashioned way.

The goal of this project was to honor a brand cherished by generations while balancing nostalgia with modern relevance. The new serif logotype and simplified illustration preserve the familiarity customers know and love, while introducing a cleaner, more contemporary aesthetic. Inspired by traditional American textiles, I expanded the visual system with distinctive stitching patterns that differentiate the classic flavor and compliment the color palette. This created a layering of tactile craft and visual storytelling to elevate the ice cream pint packaging. 

The art direction and product photography was inspired from my own childhood memories of messy Blue Bell ice cream parties. This personal lens shaped an identity that feels warm, authentic, and charmingly Southern, to amplify Blue Bell’s iconic characteristics, while making the brand relatable for a new generation of ice cream lovers.