Carvel- Real People. Real Ice Cream.
Working with the marketing team, company president, and franchise advisory council(FAC), my team developed a new creative strategy for Carvel- "Real People. Real Ice Cream."
This strategy focuses on the good, salt-of-the-earth customer base from the Northeast as well as the hardworking franchise owners that make fresh ice cream in the shops every day. We wanted to create a look and feel that celebrated humanity as well as celebrating the little, every day moments of life that deserve ice cream. Below is the brand book that my team put together to reflect the new creative strategy.
Work: Creative Direction