Overview / Executive Summary
This project is a rebrand for Clementine’s Naughty & Nice Creamery that I did for my Strategic Design and Visuals II course at Mizzou. I wanted to take their existing concept and push it further. I gave it more attitude, more personality, and really leaned into what makes them different.
The Challenge
I took the opportunity to lean further into Clementine’s “naughty” and “nice” contrast. The challenge was to create visual branding that amplified the brand’s sense of temptation and indulgence while remaining recognizable and adaptable across digital, packaging, and out-of-home environments.
The Solution / Process
I developed a new brand concept built around temptation and playful rebellion. I created a devil mascot and centered everything on the tagline “Let Temptation Decide,” positioning Clementine’s as the fun, slightly mischievous choice when you’re craving something sweet. To bring the concept to life, I designed a mock website experience, experimented with pint packaging, and created billboard mockups using AI-generated models to visualize the brand in real-world environments.
Final Design & Visuals
Included in the project deliverables:
• A new brand identity with a devil mascot, updated color palette, and fresh typography
• A sample website landing page
• Packaging designs and billboard mockups following the new brand direction
Results & Impact
• The rebrand presented a more distinctive and confident expression of the brand’s personality
• The visual identity used one recognizable concept for digital, packaging, and out-of-home assets
• The project demonstrated how a local brand could be elevated through bold storytelling
Role / Tools
Role: Art Director, Graphic Designer
Responsibilities: Brand identity design, website and packaging design, campaign concepting
