BLUEBELL

The Complete Rebrand + Case Study

Blue Bell Creameries has been serving sweet scoops of homemade ice cream since 1907. The rebrand aims to showcase the rich history of the creamery while refreshing and modernizing to keep up with emerging ice cream brands. The new and improved Bluebell has a strong brand voice that speaks to a large audience who value tradition, memories, and ice cream.

BRANDING LONG FORMAT CROSS-PLATFORM

Similar to the brand’s original logo, the new Bluebell logo incorporates the look and feel of tradition. In order to keep brand equity, the new logo incorporates a serif font that is a modern, softer version of its predecessor. However, the previous spelling of “Blue Bell” was changed to the singular word “Bluebell,” which is the correct spelling of the flower the company is named after. Continuing with tradition, the previous cow mark has been adapted to incorporate the bluebell flower, which is native to Brenham, Texas. The cow mark in combination with the wordmark gives the viewer a sense of nostalgia.

The dynamic mark works as an ever-changing logo. The primary mark serves as a symbol for the Bluebell flower, but the counters of the “B” are changed to incorporate Bluebell’s bold flavor profiles on packaging material and promotional collateral relating to a specific flavor.

Color Combinations

The new Bluebell color palette incorporates the colors of the bluebell flower. The neutral tones give a sense of calmness like nights under the starry Texas skies. In addition to the primary color palette, each of our flavors is assigned a color palette that showcases the flavor profile.

Typography

Bluebell’s new brand includes three typefaces that help tell our story visually. “Melburch Township” is used as a display typeface; Melburch is a bold sans serif typeface with a hint of country flair. “The Dodger” is used for subtitles and captions; this monotype, allcaps font reminds us of the good ‘ole days with its vintage inspiration. “Marion” is our body copy font. This serif typeface sells the traditional feel of our brand and contrasts well with our more modern typefaces.

Brand Stationery

Bluebell’s new stationery is a breath of fresh air. The subtle touches of tradition run across all assets in this kit. This is an example of how the core brand elements work together to tell the story of the brand.

Merch

The launch of the new brand called for a fresh line of retail to show it off. Here are a few new wearable items that pay homage to the brand and its roots. Also, the store now offers branded gallon coolers.