Amy's Ice Cream

Established in 1984, Amy's Ice Cream has over 300 flavors and employees with a knack for entertaining customers. By breaking the mold of the cookie cutter ice cream shop, Amy’s serves up a one of a kind experience for its customers. Ice cream is delicious, but it tastes even better when it is tossed through the air, crushed, and lovingly placed in the hands of customers.

Mark & color pallet

The new Amy's mark was created from a very simple formula: A + Cow = Logo. The new brand uses a shifting palette inspired by everyone's favorite four-color printing process. Each color is slightly transparent, causing different tertiary colors to appear when overlaid. The packaging uses a series of photo collages using imagery inspired by Austin, TX and different Amy's flavors.


Pitch book

This pop-up book was designed to introduce the brand guidelines, packaging, website, and interior decoration.