Opportunity

This evolution isn’t about changing what fans love; it is about elevating it. Every element balances a timeless joy with superior indulgence. We wanted the brand to feel as confident, rich, and unapologetically delicious as the ice cream itself. Graeters is now better positioned to celebrate the pride of what they make and how they make it.

They’re stubborn about quality, honoring a family legacy, and amplifying the joyful energy that has always set Graeter’s apart. It’s heritage made iconic, and indulgence made visible, like the first bite of the velvety Black Raspberry Chip with our massive chocolate chunks that demand you pause and savor.

Brand System

The logo retains the classic Graeter’s script, refreshed for clarity and modern use, and is complemented by a new crown icon, celebrating the Queen City of Cincinnati, the brand’s legacy, and a touch of ice cream royalty. Graeter’s dark brown color is restored to their legacy maroon, giving the brand a rich, timeless feel that mirrors the creamy density inside every pint. Typography and patterning that recalls the art deco area that permeates Cincinnati architecture and signage. The design is confident, distinctive, and unmistakably Graeter’s, just like the first scoop of our decadent Mint Chip on a hot summer day.

Packaging

Packaging became a stage for individual flavor and storytelling. We know that ice cream is bought first for flavor, and that the old packaging made it hard to spot favorites. Now the brand carries its own vibrant hues, elegant patterning, and custom icons highlighting what makes every bite special. The packaging communicates joy, indulgence, and clarity, making each pint a little piece of happiness you can hold in your hands.

We are real ice cream lovers for real ice cream lovers.

For over 155 years and five generations, we have been stubbornly making our legendary ice cream.

Retail

We believe that tradition and innovation should not live in isolation but rather they should
live together in harmony for the sole purpose of doing things the right way. Graeter’s retail experience is where joy is tasted year-round, and the brand refresh updates the 50+ brick and mortar Graeter’s locations to be as joyful as they are delicious.

Digital & DTC

Beyond the physical presence on shelf and in stores, we are transforming the Graeter’s digital experience to allow for a cohesive and delightful DTC experience. Getting hand-packed ice cream delivered to your front door is a treat in and of itself. Overhauling the shopping experience across mobile and desktop and application, Graeter’s is now equipped to handle ice cream fanatics across the country.

Lifestyle

Graeter’s is made by real ice cream lovers, for real ice cream lovers. The refreshed Graeter’s identity was designed with the fanatics in mind and can make their presence in the Queen City known.

Refresh

It captures the playful pride that defines Graeter’s while reminding us to continue crafting the most indulgent ice cream in the world. Fans will recognize the Graeter’s they love, and they’ll feel a renewed sense of pride, anticipation, and delight with every scoop. This is not a new Graeter’s, it’s the best version of the Graeter’s you’ve always known.

Process

We explored the brand’s rich history and spoke with their most devoted fans to understand what makes Graeter’s special and where they saw places for improvement. From decades of packaging, family stories, and brand ephemera, we uncovered the details that define the brand: the maroon tones that signal premium quality, the familiar script that feels like home, and the leadership of Regina Graeter, whose vision pioneered the company’s early growth. These insights shaped a design system that honors the past while confidently presenting Graeter’s to a new generation of ice cream lovers.