Map. A dog looking out a window. Calendar. A group of people in a room with a large white table and white balls. A group of people in a room. A table with a few objects on it. A group of people sitting at a table. A wall with a painting on it. A large black board with colorful stickers on it.
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CoolMess Ice Cream Parlor

New York, New York

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.