Rita’s Italian Ice
Branding
Rita's Italian Ice offers a wide variety of products but it's customer base was only associating the brand with the italian ice. In order to resolve that, educational yet appetizing point of purchase pieces were created.
Problem
Previously Rita's Italian Ice had used outdated photography with bland copy to created materials that were less than desirable. The styling from piece to piece was inconsistent and the product lockups were created in a way that doesn't look realistic.
By taking new product shots, adding doodles, dynamic background images and spiced up headlines, Rita's branding became as great as it tastes.
Role & stakeholders
I worked alongside a Senior Art Director (Christie McPartlan) to ideate the new branding, coming up with 5 proposals for the client to choose from. I then worked as a production artist to apply the new branding across all of Rita’s existing products.
The recipe for new branding
Iconic awning
At every Rita's location, there is a red and white awning that serves as a beacon for hungry customers. The addition of the sketched awning was a fun play on the familiar sight.
Product shots
Instead of color-correcting each italian ice in photoshop, we took the time to create and photograph the individual flavors. The idea was to give a better representation of what your ice is going to look like. This effort paid off with beautiful product lockups that make your mouth water.
Doodles
We noticed some of the Rita's franchise owners frequently created original advertisements using blackboards. It adds a playful aspect to the beautiful product shots.
Now Rita's is confidently quirky and delectibly educational.
