For this project, I was challenged to update the visual brand identity for an existing retail business. I chose to redesign the logo/visual brand for the New England-based ice cream chain J.P. Licks. The objective of this project was to redesign a brand logo based on a set of strategic objectives. The strategic objective, in this case, was that J.P. Licks wanted to move into selling coffee and pasty, especially in the cold months of winter—but its existing identity is all about ice cream. A problem that I faced while doing this project was figuring out what kind of logo would be appropriate for these new objectives and the existing brand My process included researching different logos, getting inspiration from different companies, and also the existing J.P. Licks brand.
