Rebranding Museum of Ice cream

To rebrand the Museum of Ice cream to better align it with its mission of bringing out the kids in adults, provoking their imagination, and making their sweetest dreams come true.

Process Deck View Final Design
My Role Time Category Tools & Methods
Visual Designer 2 months Branding Visual Design, Adobe Creative Suite, Figma, Miro, Storyboarding, Prototypes, Wireframes, Design critique

Background

  • Museum of Ice Cream brings people together with the power of ice cream imaginative concepts designed to make peoples' sweetest dreams come true.
  • This exhibit kicked off the trend of Instagram "museums."
  • Museum of Ice Cream is a company that develops and operates interactive retail experiences, or "selfie museums", in the United States and Singapore.
  • These exhibits, typically hosted in storefronts, are ice-cream and candy-themed, with bright colors.
  • The exhibits serve as backdrops for selfies, and the posts made by visitors to Instagram and other social media sites have served to promote the company's offerings.

    • Project Vision

    To rebrand the Museum of Ice cream to better align it with its mission of bringing out the kids in adults, provoking their imagination, and making their sweetest dreams come true.

    Design Process

    In a nutshell, it’s creative problem-solving. It emphasizes viewing a specific problem in a broader context and providing custom-made solutions. In the context of graphic design, design thinking ensures that each piece of design addresses a specific problem or has a clearly defined purpose.

    Research

    Preliminary Research

    The Museum of Ice Cream’s mission is “to design environments that bring people together and provoke imagination.” It’s a new kind of goal—one in which the experience is not a means to an end, but the end in itself.


    Aesthetics

  • candy-colored cultural vogue
  • bright color palettes, snazzy and shareable murals, and other features that cater to the reigning rules of the grid.
  • Photogenic color palette, and flattering lighting for their own ventures.
  • The piece de resistance, the proverbial cherry on top, is to have a giant container filled with adorably miniature objects where visitors can romp, make snow angels, and live out childhood fantasies of Willy Wonka-style surreality.
  • The General bubble-gum pop aesthetic stays the same on both website and the museum


    • About the website

  • No companion app. Users can reserve tickets only from the website.
  • Users are limited to buy the products of the Museum of Ice cream from a third party website.

    • "It's often said that there can be no growth without change. At the Museum of Ice Cream, they want to make every single location unique. In San Francisco, they built a rainbow room to capture the city's diversity and give the nod to the local culture. They believe in spending plenty of time and thought on the design of each room and each building."

    Golden Circle model: Simon Sinek’s theory of value proposition

    The Golden Circle theory explains how leaders can inspire cooperation, trust and change in a business based on his research into how the most successful organizations think, act and communicate if they start with why. I think that marketers will find the most value in his Golden Circle model, which helps give focus to how a business can stand out from similar competitors by communicating its differences.

    Why

    ● My motivation for this effort began at the Maryland dairy, and I started thinking about my love for ice cream and art.
    ● I did some interenet research and that’s when I stumbled upon the Museum of Icecream.
    ● I picked up this project to design the art-ice cream-based exhibit for the students living in College Park.
    ● Everyone can relate to ice cream; it connects people and is affordable, so I want to design a unique experience for students who wish to rekindle their child's spirit.
    ● I want to reimagine this space to be an excellent spot for returning students to socialize with one another.
    ● I want to create a Willy-Wonka-style wonderland in College Park.
    ● I want to redesign company's brand identity to reflect Maryland’s values

    How

    ● I intend to spend a lot of my time and thought looking at the design of each room in the existing locations to understand the presentation style.
    ● As part of my research, I will learn about the establishment's vision, mission, and values to create design experiences that are distinguishable and consistent with the brand.
    ● As each flavor of ice cream is unique, I will incorporate the emotion and feeling that each flavor evokes into my designs.
    ● Additionally, I plan to look for inspiration in the Charlie and the chocolate factory movie.
    ● Furthermore, I plan on adding some local flavor to my designs by researching the attractions that are popular with College Park students.

    What

    ● I intend to align my Stasis and Flux deliverables closely with my Whys and Hows.
    ● Additionally, they will reflect the establishment's vision, mission, values.
    ● Stasis - Brand Guide, Wall Treatment (to give the experience of the exhibit's College Park location), Posters (a marketing strategy for the opening of the newest location)
    ● Flux - Companion app(helps enhance the museum experience, buy products, ticket purchasing), Marketing the newest location through social media especially Instagram.

    Ideate : Moodboards


    Prototype

    Design Organization

    Design Iteration 1

    Static Deliverables

    Inaugration Flyer

    Gift Shop Poster

    Gift Shop Poster

    Gift Shop Poster

    Neon Wall

    Wall Treatment 1

    Wall Treatment 2

    Dynamic Deliverables

    MOICe Companion App

    Design Iteration 2

    Static Deliverables

    Inaugration Flyer

    Gift Shop Poster

    Gift Shop Poster

    Gift Shop Poster

    Neon Wall

    Merchandise

    Wall Treatment 1

    Wall Treatment 2

    Dynamic Deliverables

    MOICe Companion App

    Takeaways

    Before this project, the first thing that came to mind when I heard the words graphic design was aesthetics; I thought graphic design was as simple as making a piece aesthetically pleasing to catch the attention of the demographic a piece is geared towards. This project made me realize that graphic design employs more concepts beyond aesthetics. I learned that while a design, of course, should be pleasing to the eye, it also must communicate its message to the receiver of the message effectively. This includes employing psychology to inspire change or modify people’s attitudes and abilities, such as designs, ads, propaganda, and other materials that rouse emotions.