- Brand Identity
Objective / Solution
Just off King Street, in the heart of downtown Charleston, Off Track Ice Cream is making traditional and vegan ice cream from scratch using fresh, locally sourced ingredients.
The brand identity celebrates Off Track’s commitment to fresh ingredients with a bold palette and simple iconography. Typography was manipulated and asymmetrically arranged to highlight the store name.
The result is an eclectic family of logos and marks are that fully integrated into brand collateral and store details, such as signage and packaging. The packaging was designed to allow for flexibility and the ever changing flavors that are made and sold at Off Track.
Unexpected groupings of graphic elements are utilized in the signage system, creating a welcoming, playful and functional solution. A flexible menu board accommodates the rotating ice cream flavors and adds visual interest to the cleanliness of the interior space.