Mouthwatering Website
Rebranding a Legacy Ice Cream Franchise
The Challenge
Cream offers a variety of ice cream and fresh-baked sweet treats. Brothers Jimmy and Gus Shamieh opened their first store in Berkeley, California, centered on their mother’s scratch-made ice cream sandwiches. But once Cream grew and advanced to a franchise model, they turned to Curious Jane for strategic rebranding and a new website. They needed a well-functioning site that would convey a strong, distinctive brand and help their stores succeed in every market.
Approach & Insight
Everyone loves ice cream. It’s a classic indulgence that carries a strong nostalgia factor, since most of us started enjoying it as small children. Curious Jane wanted to tap into this universal, deep-seated fondness and make sure that when visitors landed on the Cream website, they would immediately be intrigued and tempted. We wanted to convey Cream’s playful, enthusiastic vibe as well as their super premium quality and delicious taste.
We knew that the Cream website experience had to be simple, straightforward and full of appetite appeal. We wanted to make it as enticing and delightful as a Cream treat.
Strategy & Execution
We chose an exciting, fresh brand palette for Cream centered on vibrant hues of raspberry, periwinkle and lemon. Friendly sans serif fonts helped convey a sense of simplicity and ease. And beautifully lit and styled product photography and video did the important work of whetting visitors’ appetites. We wrote copy to elicit the joy of choosing and indulging in a Cream creation, and we constructed the site to make it intuitive, quick and easy to access all the important information: menu items, flavors and store locations.
The Results
Curious Jane met Cream’s need for a unique, user-friendly website to showcase and reinforce the new brand look we’d created. Through this inviting, dynamic, attractive site, visitors could quickly get a sense of everything Cream has to offer and find what they need to enjoy Cream offline.
Masterful Marketing
