Challenge:
Coolhaus Ice Cream has always been known for their unique flavors and architecturally inspired packaging. But as the brand grew, they needed to make sure their messaging was approachable to a wider audience of frozen dessert consumers. Their existing brand identity needed to be updated to better resonate with their target audience, reflecting the brand’s core values while connecting with a segment of the market outside of the consumers served by their original branding.
Strategy:
The key aims of the rebranding initiative were to craft a contemporary and captivating visual identity that mirrored Coolhaus' innovative ethos and set it apart from competitors, capitalizing on its architectural-inspired packaging and artisanal ice cream offerings. The overarching goal was to enhance brand recognition and recall for both current and prospective customers. This entailed establishing a cohesive brand presence across multiple touchpoints, including packaging, digital platforms, and marketing materials, effectively utilizing packaging as a marketing tool to achieve these objectives.
Execution:
In close collaboration with BexBrands and the Coolhaus team, we developed a comprehensive rebranding strategy, establishing an asset library for the brand's relaunch and future growth. The brand's logo, typography, color palette, and visual elements were revamped to harmonize with Coolhaus' distinct personality, infusing a spirit of creativity and playfulness. Concurrently, we undertook a redesign of the ice cream containers, drawing inspiration from architectural elements and incorporating bold graphics to craft a visually striking shelf presence aimed at attracting new consumers to the brand.
Results:
The Coolhaus brand's redesign proved highly successful in establishing connections with a fresh segment of consumers. The revitalized visual identity found strong resonance with customers, leading to elevated engagement on social media channels, increased website traffic, and a noticeable boost in shelf visibility and sales. This rebranding effort effectively drew new customers, particularly millennials and food enthusiasts, who were captivated by the brand's distinctive visual persona. This not only reinforced Coolhaus' standing as an innovative and premium ice cream brand but also enhanced brand perception and fostered greater customer loyalty.
Team:
Executive Producer: Masha Spaic
Bex Brands
Co-Founder & Co-Creative Director: Becky Nelson Dahl
Case Study: Coolhaus Ice Cream Rebrand by BexBrands
Collaborating with the iconic ice cream brand Coolhaus and design agency BexBrands on a comprehensive rebranding project, a visual language was created to revitalize the brand's visual identity and resonate better with a growing audience of consumers within the frozen dessert market as part of their efforts to expand and revitalize their brand.
