Carvel Brand Shift
Visual Identity, Packaging 2022 | Advisor: Jennifer Cole Phillips
The goal of this project is to shift Carvel's brand identity, and to change the product purpose of their ice cream crunchies cake. The design highlights the ice cream crunchies cake's unique characteristics, which include multiple ice cream layers and flavored crunchies between the layers and on top. The packaging design changes product purpose from a party cake to a personal cake that customers can enjoy at their leisure.
The font choices are two sans-serif and round fonts that match the round crunchies element in the illustration.
Customers can read the whole brand story after they finish the ice cream cake.
