Full Tilt Branding
The goal of this project for Full Tilt Ice Cream was to create new logo, packaging and ads for an established Seattle company looking to explore new markets. Given a 3 week timeline to create a lookbook, establishing brand character, identity, visual look and feel, logo, proper use of logo, color guide, advertisements for publication in print and web, and collateral.
Some new packaging ideas
A major part of the campaign was the new logo and packaging. Everything was to have a DIY, punk feel. A throwback to the Seattle of old, a major facet of the brand.
newspaper advert part 1
newspaper advert part 2
Brand Book
excerpts
Pieces of the Brand book created for Full Tilt, including (starting top left clockwise) a Color & Textures; the “vibe” I was going for; versions of the logo to be used; and acceptable uses of said logo.
My Research & Role
Role: Graphic Designer, Branding, Packaging
Skills: Branding, Adobe Illustrator, InDesign, Photoshop
Challenge: Creating a new brand identity and revamp for an established Seattle company and exploring new markets. Project Background: Given a 3 week timeline to create a brand guide book, establishing brand character, identity, visual look and feel, logo, proper use of logo, color guide, advertisements for publication in print and web, and collateral. Project Goals and Objectives: The main goal was the creation of new logo, packaging, and lookbook.
Process: I researched the history of the Full Tilt company, checked out it’s brick and mortar shops, sampled their wares, set the mission statement, character, and audience. Then using that as a starting point, started on logo iterations, first doing 100 thumbnails, bringing 30 in digitally, critiquing, and finalizing the logo. Then I made several samples of packaging for sale in store or retail. Then created a wide variety of collateral, signage, and ads for print and web.
establishing the characteristics of the company.
What was left after sorting and culling hundreds of adjectives and images, eliminating what didn’t fit or feel like the brand.
Creative Brief
BACKGROUND: Husband and wife Justin Cline and Ann Magyar set out to open a local ice cream shop. After mentioning the idea to friends, one of them suggested adding pinball and arcade games. Ann fell in love with the idea since she once lived above a pinball parlor. In 2008, Full Tilt Ice Cream was born. Their flagship store was opened in White Center, followed by locations in Ballard, University District, and Columbia City. The business would serve as a place for families, local artwork, and great ice cream.
PRODUCT: Full Tilt offers ice cream and frozen desserts in a variety of creative flavors made using as many local ingredients as possible. In addition to ice cream they also serve local craft beers and unique sodas. Each location has an array of vintage pinball and arcade games. Their stores also provide a venue for local live music and artwork.
REPUTATION: Full Tilt has earned a reputation as a fun, offbeat, family-friendly place to play arcade games and pinball, all while enjoying delicious ice cream.
COMPANY TONE: Full Tilt is homegrown and community oriented. Fun and welcoming , not pretentious and exclusive. Punk Rock yet family friendly. Colorful and eclectic.
PRIMARY AUDIENCE: Full Tilt Ice Cream appeals primarily to families with kids and classic game enthusiasts.
AUDIENCE BELIEFS: At first glance, the audience knows that Full Tilt is approachable and family friendly. If you stumbled upon one of their retail locations you could easily gather that Full Tilt is a good place to get ice cream while playing arcade games and pinball.
SECONDARY AUDIENCE: The local art community, vegans, those interested in catering services, older adults.
GOALS: Ultimately, Full Tilt Ice Cream wants to attract new clientele and turn them into loyal customers. We should be their go-to when they are looking for something fun to do or need catering services.
COMPETITION: Competitors include local ice cream makers like Bluebird, Cupcake Royale, and Molly Moon’s. Competing local arcade game/pinball establishments include Add-A-Ball, Shorty’s and John John’s.
WHAT SETS US APART: What sets Full Tilt Ice Cream apart is the family-friendly environment that also caters to an older audience by serving adult beverages, playing live music and staying open late. All the competitors that make ice cream do not have any pinball or arcade games, and all the competitors that have pinball and arcade games do not allow minors because they’re marketing themselves as bars.
POSITIONING: Full Tilt Ice Cream has managed to carve out a niche that attracts a wide variety of clientele. Whether you love arcade games/pinball, delicious ice cream, local craft beer / music, or all of the above, you can find what you’re looking for at Full Tilt Ice Cream.
IMPROVEMENT: To improve its positioning, Full Tilt could benefit from keeping its punky, offbeat vibe, but be less grungy and dirty to appeal to a larger audience.
MESSAGE “Honest People. Great Ice Cream. Good Times.”
MAJOR POINTS Full Tilt is competing against a wide range of other establishments that offer similar products, however no other business is currently offering the same thing. They are unique in the marketplace which will be key in spreading brand recognition. Not just for kids. Adults can enjoy beer, live and vinyl music, and vintage games while enjoying creative ice cream flavors.
POSITIONING STATEMENT: For the ice cream connoisseur, Full Tilt is the ice cream spot that offers unique flavors, a fun experience and local entertainment.We are chosen over our competitors because we have late hour, great beer, and arcade games.
COMPANY PROMISE: We believe in creating a fun environment for the community to enjoy locally-sourced ice cream, craft beer, and retro arcade games.