Van Leeuwen Ice Cream, known for making dairy and vegan ice cream with high-quality, simple ingredients, has rebranded its vegan pints.
In 2016 Van Leeuwen Ice Cream worked with Pentagram design firm on its ice cream packaging. The colorful, minimalist design stands out in a sea of busy design and over-communication in the freezer aisle, according to the company.
Van Leeuwen is now giving the vegan pint line the full-color treatment that more closely resembles its dairy pints. Consumers will be able to identify Van Leeuwen's vegan pints when shopping in stores or online with a repeated vegan call out around the pint's lid and identification of the vegan base of oat or cashew used in the recipe. The pints feature the brand's logo and copy in white while the dairy line is black.
"Our customers love the minimalist design and colors of our pints, especially when it comes to our classic dairy line. After taking a step back, we realized there was an opportunity to more closely align our vegan pint branding with the iconic dairy line," said Ben Van Leeuwen, co-founder and CEO of Van Leeuwen Ice Cream, in a statement. "We have no doubt that the changes that we've made to our vegan line will increase brand recognition and resonate well with our customers and retail partners.”
Van Leeuwen's customers who shop by flavor at Van Leeuwen's 27 scoop shops and thousands of grocery stores nationwide will be able to identify their favorite pints by the color associated with the flavor. The brand offers 19 permanent vegan pint flavors, along with many more special flavors in rotation throughout the year.
Related: Plant-Based Dairy Company Raises $28 Million; Olive Oil Ice Cream Expands Distribution.