Velvet Ice Cream

A Modern Classic

Since 1920, the Dager family has been crafting Velvet Ice Cream just north of Columbus, OH. Seeing our success with heritage brands, they turned to us to modernize their image. We streamlined Velvet’s brand mark and created a bold, ingredient-focused shopping system unified by their signature maroon. Retailers embraced the refresh, awarding Velvet more shelf space, while existing customers and communities praised the updated look. To strengthen local connections, we developed consistent marketing materials for ice cream parlors selling Velvet products.

Results

Zero consumer backlash from the switch to smaller packaging

Enthusiastic support from the community and retailers for the
brand refresh

Over 100 years of history now shining through the design

What We Did

“One thing that stood out when working with Elemeno was their ability to pick up and comprehend our culture and brand almost immediately. They understood that Velvet is a 108-year-old company with strong ties to the Central Ohio community. Another benefit of working with Elemeno was their adaptiveness and ability to turn things around quickly when working on a tight deadline. Jennifer, Tom and John were always willing to jump on a call to discuss changes/ideas and they took our suggestions in stride.

We have received countless calls and emails for local community leaders and business owners congratulating us on the new design and complimenting its sleek, modern look.”

Luconda Dager

President,

Velvet Ice Cream Company