The Nice Company's Ice Cream Design Is Retro Fun

by Shawn Binder on 02/01/2021 | 2 Minute Read

If money could buy happiness, then we'd all know what to spend our tax return on. But while you can’t buy happiness, you can buy ice cream. Which, as far as we’re concerned, is pretty much the same thing.

The design for The Nice Company's line of artisanal ice creams will have you pining for the days where you'd save up your quarters for a corner store pint. Plus, the nostalgic typeface and wavy design allow the ice cream to look both youthful and refined.


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The Nice Company is a classic artisan company that has been producing fresh ice cream, frozen yogurt, and fruit sorbets for over 20 years. They are dedicated to the process of original recipes, but are always sure to keep up with inventive and contemporary developments in the food industry at any given time.

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The Nice Company recently approached Partners In Crime to work on redesigning the brand with a focus, more than anything, on packaging. The goal was simple: to make it “fun”. 

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There are few people whose childhood memories don’t, at one point, coincide with eating ice cream or shaved ice in small containers with wooden spoons. Whether from an ice cream truck or school cafeteria, these flat, wooden spoons are iconic.

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With this in mind, the design team decided to incorporate this one symbol associated with delicious memories and make it a pivotal aspect of the new label’s design. The brand word mark, therefore, is a curvy font whose shapes and lines are derivative of the shape of the old-school wooden spoons. What better way to incite childhood memories than in a funky and fresh design? 

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Using a postmodern color scheme, predominantly with shades of bright blues, teals, and warm pink tones, was also a nostalgic tribute. The new branding is both fun and quirky, while maintaining a sense of the classic aspect of homemade ice cream the Nice Company stands for.  

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