Overview

Moonlight Creamery is a local ice cream shop in Fairport, NY that positions itself as an upscale, craft creamery. This solo project, completed for a design course, tasked me with redesigning their visual identity from the ground up, and producing a full suite of brand materials in Adobe Illustrator.

The Problem

The existing Moonlight Creamery branding was inconsistent, undermining the shop's upscale positioning. The logo lacked visual cohesion, and the overall identity didn't reflect the quality and refinement the business was aiming for. The goal was to design materials that felt clean, distinctive, and genuinely elevated.

Logo Design & Process

The design process began with 23 logo concepts, exploring a wide range of directions. I tried everything from moon and ice cream iconography to monogram-based marks. After narrowing down to a handful of strong candidates, I developed the four-M mark: four letter Ms rotated 90 degrees and arranged symmetrically within a square, forming a star shape at the center. The wordmark pairs the mark with a spaced, all-caps serif that reinforces the upscale tone. The logo was built to be fully versatile. The logo sheet demonstrates the mark functioning correctly across full color, reversed, single color, and black and white applications, ensuring it holds up in any context.

Brand Materials

The full branding materials extend the logo across multiple touchpoints. The letterhead uses the deep purple header band with the logomark and owner contact details, with the grid motif ghosted large in the background as a watermark. The menu carries the purple and gold palette through a structured layout with clear typographic hierarchy across ice cream, milkshakes, toppings, and cakes sections. The branded mockups demonstrate how the identity scales from print to merchandise, giving a complete picture of the brand in the real world.