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Hailey Caress

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 3
Faculty:
Lauren Cantor
Term:
2024 Fall

Bluebell

Blue Bell Creameries, founded in 1914 in Brenham, Texas, is a beloved ice cream brand rooted in Southern tradition. The challenge of this rebrand was to preserve Blue Bell’s heritage while introducing a visual identity that aligns with modern tastes. By blending nostalgic cues with a contemporary sensibility, I created a refreshed identity that honors the brand’s legacy while reimagining the elements customers know and love.

Process:

Inspired by American wood type and nostalgic food imagery, I explored multiple iterations of brand identity and product applications. Through weekly print reviews and packaging prototypes, I refined how Blue Bell’s heritage could be expressed through typography, color, pattern, and logo treatments.

Learning Outcomes:

I developed a deeper understanding of how to balance heritage with contemporary design trends, creating a refreshed identity that feels both familiar and relevant. I also gained experience building a cohesive brand world across logo design, packaging, out-of-home advertising, pop-up retail, and photography direction. This project reinforced the importance of designing with strategy and intention, ensuring each decision reflected the brand’s heritage, audience, and long-term goals.

Project Website:
https://www.haileycaress.com/bluebell
Tags:
Branding,
Packaging,
World Building
The logotype is an updated soft serif that references the charm of traditional American wood type. I reimagined Blue Bell’s iconic illustration of the young girl leading her dairy cow, simplifying it into a refined mark that retains key details such as her brimmed hat and the cow’s bell.
The art direction for the product photography draws from memories of messy childhood ice cream parties, bringing a sense of familiarity, nostalgia, and playfulness to the brand identity.
The out-of-home advertisements and social media are designed to capture attention at a glance. Bold, colorful, and full of personality, to highlight the variety of flavors and create a cohesive story across every touchpoint.
There is an opportunity to reach younger, national audiences and celebrate Blue Bell’s legacy by hosting pop-up ice cream trucks in local communities. Using recyclable or compostable packaging at these pop-ups and in direct-to-consumer sales would align with today’s consumer values and reinforce the brand’s commitment to staying current.