Van Leeuwen came to us as a growing brand in need of a strategy for their new store design that felt structured but maintained the artisanal DNA of their origin. Our goal was to bridge both the refined quality & playfulness of their brand and develop a modern take on a classic ice cream parlor. Taking cues from their conspicuous packaging design - created by Pentagram - we went bold with the use of a single pastel blue color throughout. The iconic ice cream storefront, created of a simplified cone shape composed of marble and glass, has since been memorialized on T-shirts, illustrations and has provided a backdrop for countless social media posts.