Braum’s is an ice creamery, grocery store, and fast food restaurant located in Oklahoma, Kansas, Texas, Missouri, and Arkansas. Their target market is families and people aged 60+. While Braum’s is a one-stop-shop, they are mostly known for their ice cream. Braum’s is where people go with loved ones to celebrate little events and treat themselves. However, their brand needs an update to better reflect these same values in a more fun and youthful way.
Their rebrand should still evoke a sense of togetherness, family, and tradition. For the logo, I kept it as a wordmark but still emphasized the ice cream part of Braum’s by turning the U into an ice cream scoop and adding two dots above to make it a smiley face. When you’re here, you should feel happy because you are with loved ones eating ice cream together. For the pattern design on the cups, bag, and interior and exterior space of Braum’s, I took inspiration from quilts because quilts can hold a lot of memories and sentimentality for families, as if a grandmother sewed one and passed it down. This colorful quilt incorporates patterns associated with ice cream and dairy so I included cow print, ice cream cones, and sprinkles.
