08 May 2019 | News
Boston-Born Brand embraces the unexpected and expands availability across the U.S.
Steve’s Ice Cream®, a Dean Foods Company brand acquired in 2017, has been reimagined with a new visual identity and campaign, strengthening its connection to creativity and highlighting its unexpected flavors. From its inception as an ice cream shop in Cambridge, Massachusetts in 1973, Steve’s is broadly acknowledged as the founder of the craft ice cream movement in the U.S. From iconic flavors like Brooklyn Blackout Cake and Small Batch Bourbon Vanilla, to seven new additions this year including Sicilian Chocolate Cannoli and dairy-free Moroccan Mash Up, Steve’s continues to pave the way for creating one-of-a-kind ice cream and frozen dessert experiences.
To bring its deliciously creative spirit to life, Steve’s enlisted the talents of Seattle-based artist Drew Wicklund – whose work embraces both the art and brand design worlds – to bring the full family of Steve’s to life through refreshed packaging. Wicklund’s hand-drawn designs highlight the inspiration for each flavor by creating unique identifying icons that define each variety. With Small Batch Bourbon Vanilla, it’s the barrel that forms the bourbon and with Wildflower Honey Pistachio, it’s the bumble bee that creates the sweet honey swirl.
“We are excited to engage with art and artists from packaging and content creation, to experiential activations this summer,” said Mark Schneider, Marketing Director, Ice Cream, Dean Foods. “Creativity and experimentation have always been central to the Steve’s DNA and this refresh celebrates its long-standing heritage.”
While the packaging has been redesigned, fans can still expect the same great taste and quality with wholesome ingredients and no artificial colors or flavors. The new ice cream flavors, made with grass-grazed milk, include Spearmint Chocolate Brownie, Sicilian Chocolate Cannoli and Cold-Brewed Cinnamon Coffee; and dairy-free flavors, made with organic coconut cream, include Moroccan Mash Up, Passion Carnivale, Cold-Brewed Cinnamon Coffee, and Chocolate Cherry Blossom.
New Ice Cream Varieties:
New Dairy-Free Varieties:
Steve’s Ice Cream is available in both dairy and dairy-free flavors.To fulfill its mission to inspire creativity in the world, Steve’s will partner with contemporary artists this summer in several markets to create immersive experiences to whet the palates of consumers.