D'lites Reimagined
Austin Community College | 2024 | Communication Design | Final D'lites Design
This project focuses on redesigning the logo for D’Lites, a low carb ice cream and specialty grocery store. The current logo presents several technical issues and does not clearly communicate the brand’s identity or the products it offers. The goal of this redesign was to create a logo that better represents the brand and its focus on diet friendly desserts and foods.
Understanding the Brand
D’Lites is a low carb ice cream shop and specialty grocery that specializes in diet friendly foods. The store is best known for its proprietary frozen dessert, which provides a sweet option for customers following a low carb lifestyle. In addition to its ice cream, D’Lites offers a variety of grocery products that support healthier dietary choices.
Investigation & Observation
While exploring the store as a customer, I noticed a significant inconsistency in the brand identity. The official logo was primarily visible only on the front and back of the store. Throughout the interior, communication relied on a mix of handwritten chalkboards, archived flavor cards on whiteboards, and vintage ice cream plaques displayed on the walls. While these elements created a sense of charm and personalization, they appeared visually disconnected from one another and did not clearly reinforce the brand’s identity.
Despite the inconsistencies in the visual system, the customer experience itself was very positive. The staff were welcoming and attentive, taking the time to answer questions and help customers find products suited to their dietary needs.
If you want, I can also help you tighten this into a shorter “design insight” paragraph, which often looks stronger in portfolios because it directly connects your observation to why the redesign was needed.