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Brand identity and customer experience design for a small batch ice cream shop.

Graphic showing Annie Rue brand pattern, which is comprised of ice cream cone icons.

Annie Rue is an artisan, premium ice cream shop in the Parkallen neighborhood in Edmonton. They believe in ice cream made with real ingredients and fresh flavours, a throwback to simpler times.

Usually, when we're hired for a brand, the company already has a name. This time, we were lucky enough to be a part of the naming process. "Annie" happens to be the name of the owner's two grandmothers and "Rue" is the shortened version of her last name.
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Not only did we work on naming, but we also developed the entire visual identity; starting from the brand strategy, logo concepts & design, secondary logo options, colour palette, brand fonts, pattern design, and ice cream pint labels. We even had the opportunity to consult on the interior brand experience and make recommendations for the interior design elements. Overall, the brand is a modern representation of your grandmother's homemade ice cream - a little nostalgic and a little whimsical.

Client: Annie Rue Ice Cream

Category: Brand Identity, Packaging, Print, Graphic Design

Scope: Graphic Design, Brand Identity, Customer Experience, Interior Design, Packaging Design, Logo Design, Business Card, Label Design, Art Direction

Additional Credits: Pint labels printed by NexGen Graphix

Initial Logo Concepts

Sublogo Concepts

Branding

Graphic showing Annie Rue brand colours.
Graphic showing Annie Rue logo on a blue, polkadot background.
Graphic showing Annie Rue subbrand logos on a pink, polkadot background.
Graphic showing the Annie Rue icon on a yellow polkadot background.

Brand Application & Packaging

Graphic showing four Annie Rue cup labels in different brand colours.
Graphic showing four Annie Rue ice cream pint labels in different brand colours.
Photograph showing three pints of Annie Rue ice cream. Each pint has a label with a different colour and flavour.
Photograph showing a pint of Annie Rue ice cream with a blue label.
Photograph showing a pint of Annie Rue ice cream with an orange label.
Photograph showing a pint of Annie Rue ice cream with a green label.

Interior Brand Experience

Photograph showing interior of Annie Rue store.
Graphic showing photographs of store interiors used as inspiration for the Annie Rue store design.
Photograph showing interior of Annie Rue store.

MORE WORK