Purple Door is a Wisconsin favorite ice cream shop that has a passion for creating quality, delicious ice cream while supporting the environment and community. Their current inconsistent branding is in need of a refresh that properly reflects their values of friendliness, creativity, inclusivity, forward thinking, and community. The brand it targeted towards all Wisconsin residents such as families, teens, and college students that need a cold, delicious, joy-sparking snack.

The new visual system for Purple Door Ice Cream allows the brand to be unified at all touch points while being distinct and recognizable. The refresh communicates Purple Door's values of friendliness and creativity through the vibrant colors, tilt, wave, and wobble of graphic elements, illustration, and bold type. Purple Door's hands on and personal nature is preserved through handwritten labels, and script font subtext. The refresh further emphasizes a distinct purple color to relate back to their already locally recognized and distinct name, "Purple Door".