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While talking about our favourite ice cream brands, we noticed people don't talk about Ibaco anymore.
During a discussion with peers about the best ice cream brands today, we realised that Ibaco, which was once an iconic and popular brand, had lost its touch. It no longer came up in the conversation, and when it did, it was met with a shrug rather than enthusiasm. That gap between what the brand once was and where it stood now became the starting point for this rebrand.
To better understand the ice cream space, we analysed other popular ice cream brands.
We explored a range of successful and trending ice cream brands to understand what made them appealing to today's audience. This helped identify the gaps in Ibaco's current branding and where it was falling behind.
Naturals
Built its identity around origin and authenticity.
Strong, consistent brand voice that customers trust.Cream Stone
Positioned around craft and the experience of watching your ice cream made.
Tactile and personal.NIC
Clean, minimal, honest.
Communicates quality through restraint.Haagen-Dazs
The global benchmark for premium.
Every visual decision signals luxury and indulgence.Baskin-Robbins
Playful, colourful, and instantly recognisable.
Built for broad appeal across age groups.
We listed all the possible gaps that could help us make the brand identity better.
We carefully examined Ibaco's current branding and mapped out areas where it was lacking, from visual style and tone of voice to customer perception. These gaps helped us understand what needed to change to make the brand more relevant and appealing.
How do we fix the gaps without alienating loyal customers?
The risk with any rebrand is moving so far forward that the people who already love the brand no longer recognise it. Ibaco's loyal customers had a genuine connection to what it was. The challenge was modernising everything, logo, colour, typography, packaging, while keeping enough continuity that existing customers still felt at home.
A new look that feels fresh, but still reminds people of what they've always liked about the brand.
We redesigned the brand identity to feel fresh and modern, using updated visuals, clearer messaging, and a consistent tone. At the same time, we made sure to keep elements that loyal customers recognise and connect with, so the brand still feels familiar and trusted.
A fresh new look that brings more joy, while keeping the taste everyone already loves.
The new logo was designed to look clean, fun, and easy to understand. The dot above the 'i' works like a location pin, positioning Ibaco as a destination people go to for ice cream. The 'C' is shaped like an open mouth, and the 'O' like a scoop, both referencing the physical joy of eating ice cream. Lowercase lettering was retained from the original logo to keep a sense of familiarity for existing customers.
A custom rounded serif font makes the logo feel both friendly and premium, approachable enough for a neighbourhood scoop shop, refined enough for a brand that takes its product seriously. The result is a mark that works anywhere, on packaging, signage, digital, and merchandise, without losing its character.
