When they approached us, Garden Creamery had a fantastic product, a shoestring budget and a loyal following
from their presence at food truck gatherings in and around the San Francisco Bay Area. In the development of their identity, packaging, website and retail presentation, we kept it simple – for impact and economy.
With Garden Creamery getting rave reviews from the likes of Restaurant Girl, Danyelle Freeman, and the Great American Food Truck Race, plus incredible ratings on Yelp and a successful Kickstarter campaign – we like to think think the integrated branding system VehicleSF developed might have something to do with it. Then again, the magnetic personality of Garden Creamery founder, Erin Lang, and her delicious frozen treats more than deserve the incredible attention they’ve gotten.
Because packaging is such a strong component of any ice cream or frozen treat brand, we decided to present the identity and packaging design development together. This way, the identity could be assessed as applied to its most important vehicle. The early identity designs focused on many different aspects of the brand including the natural "garden" ingredients, the handcrafted labor of love and the small producer food truck movement aspect of the brand. The client ultimately chose to align the brand with the burgeoning San Francisco food truck culture which provided a nice contrast to the name Garden Creamery.
IDENTITY & PACKAGING
Our packaging design is a two-part label system applied to stock pint containers. Separate flavor labels allow for
a single master label that can also be used on the half-pints. This approach is efficient, inexpensive and takes advantage of the client's handcrafted style. Even the Garden Creamery business cards are designed with a single color, providing a dynamic design while keeping printing costs down.
The website is designed to easily navigate Garden Creamery's menu, events, catering details and follow the truck's whereabouts through a twitter feed. The bright red identity serves as a strong bullseye graphic on the website and social media sites.
One of the most fulfilling aspects of this project was designing the graphics for the Garden Creamery truck.
The identity was designed prior to the client purchasing the truck so it was a dream come true for us to design it as
a manifestation of the identity itself. We look forward to designing Garden Creamery's brick and
mortar store when that day arrives.