CoolMess Ice Cream Parlor

This unique retail concept puts the spotlight on the ice cream-making experience. Fun and modern, it’s a place that encourages tweens to party, experiment and just hang out. The brand identity and logo evolved from the ice cream-making process itself — starting with a clean, simple base and layering on bold contrasts, from treatment evocative of “sprinkles” to bold, vibrant splashes of color, reflecting the “mess” that accompanies the process. Colorful neon signs reinforce the playful brand, which Gensler also implemented on the store’s website and in printed collateral.