Pint’s Peak Ice Cream - Concept Brand Identity

 In the Spring of 2020, I discovered the inspiring story of Caitlin Howington, a former pastry chef turned business owner who decided to take the lemons of the Corona Virus and make lemonade. Well actually, she decided to make ice cream! At that time, she had just started her business and I was just finishing my graphic design courses through Parsons School of Design - The New School. As I had been looking for ways to practice the skills I had been developing, I decided to design a concept brand identity for her business. Though Caitlin had already been working with a designer and didn’t have a need for my designs when I reached out to her, the following brand identity served as a great way to practice my creative process and find design solutions. If you happen to live in the Denver area and want to order some awesome ice cream, you can order Pint’s Peak at www.pintspeakicecream.com

Primary logo: Drawn from the name Caitlin chose for her business and her love of Colorado’s famous Pikes Peak.

Secondary Logo: Inspired by the handmade nature of the ice cream and the notion that it all started as a one-woman show. From watching Caitlin’s Instagram stories, I noticed that she had a few tattoos and I wanted to allude to that personal detail with the line drawn aesthetic.

Iconography: Meant to serve as the Instagram story highlights for Pint’s Peak. I had seen on the news that Caitlin was using her Honda Fit to deliver her ice cream, so I incorporated that element into the iconography as a fun touch.

Color Palette: The initial red was inspired by the cherry often seen on top of an ice cream sundae and I wanted the rest of the brand colors to span a variety of warm and cool tones representing a wide range of flavorful ice creams. 

Typography: The primary typeface was chosen to mimic the tattoo look I achieved with the secondary logo. It was intended to serve as a nod to the vintage 1950 & 60’s typefaces often associated with ice cream parlors.

Mood: The mood of the brand was inspired by the phrase “I scream, you scream, we all scream for ice cream!”. I felt it needed to really showcase the product (ice cream), the flavors (like donuts and coffee) and the fun universal experience of eating ice cream (What other food comes in a waffle cone and is known for being covered in rainbow sprinkles?).

Blumont Boardworks - Brand Identity

 My dad has always been a lover of the outdoors. From mountain biking to surfing, he’s that guy that get’s up at the crack of dawn to move his body and breathe in the morning air. But outside of his adventurous spirit, he’s also an avid craftsman. Like my grandfather, who was an incredibly gifted woodworker, my dad loves the chance to build something with his hands. So it was only natural that when the pandemic hit and beaches closed, he decided to finally commit to pursing a life long dream - making his own surfboards. A year later and two boards down, I decided to make him a brand identity, complete with a custom logo to distinguish his creations from other boards in town.

Primary logo: The name for Tom’s workshop was drawn from the street name of his residents in a small surf town in CA. The illustration was created from his beloved '74 F-250 Camper Special that you’ll often see him driving with boards in tow en route to catch some waves.

Secondary Logo: I created a strictly typographic logo to provide an alternative option that would be better suited for different types of objects or marketing materials.

Iconography: Just like the hand-crafted nature of his boards, I wanted the iconography to have a sketch like quality. I added a grainy texture indicative of sand as a backdrop for each social badge.

Color Palette: The color palette was created from the uniqueness of California’s southern coastline. I was inspired by the chaparral vegetation, costal succulents, and cliff lined ocean views.

Typography: The typeface for the logo was chosen for its imperfections. The rugged texture of each character was reminiscent of the typography engraved and painted on local trail signs often seen when walking to famous surf spots in the area.

Mood: The mood of the brand was inspired by the laid back culture of Laguna Beach. Longtime residents of Laguna know the town as a small community full of artist and crafters going back to the early 1900s. I felt it needed to showcase the physical environment in which the boards were being made, as well as the relaxed approach to life surfers and crafters share.

COLLAB - Concept Brand Identity

 Inspired by the pandemic remote work movement, I decided to create a brand for a co-working space reflective of current trends and the Denver, CO landscape I call home.

Personal Logo - Process

Though my personal logo has shifted a bit over time, click the image below to get a glimpse into the creative process behind it’s inception. Peek behind the curtains to see everything from initial concepts, to sketches, to final digitized logo.