The Windmill Rebrand

Hometowns hold a special place for many, including myself. Some of my fondest memories from my childhood revolve around the summers I spent growing up in Northern Wisconsin. The most vivid of those were spent boating and jet skiing on the lake and grabbing ice cream at The Windmill Ice Cream Shoppe. Reliving these childhood memories inspired me to create a total rebrand for The Windmill. Even with its popularity, they do not have a recognizable brand, or even a logo. As someone who strives to create designs that are both visually appealing and functional, I couldn’t let my favorite ice cream shop continue on like this.

The complete project includes the new logo, brand guidelines, and mockups, including menus, cups, wrappers, and signage. Overall, I created a brand that was recognizable, fun, and clearly displays the carefree tradition of grabbing ice cream at The Windmill. I was inspired by the physical building, the surrounding lakes, the summer season, and of course, ice cream. You can see each of these elements incorporated throughout the logo, the other branded elements, and the colors. 

Places hold so many special memories. The Windmill rebrand would make it more memorable, vibrant, and welcoming, encouraging more people to visit and make these lasting memories.