Cool Cones | Brand identity | Case Study
Objective
The Cool Cones brand is set to open in spring 2025, and the client’s primary goal was to establish a unique brand identity that felt both fresh and nostalgically familiar. They wanted to capture the essence of an old-fashioned ice cream parlor while avoiding a “kiddie” aesthetic, commonly associated with brands like Baskin Robbins.
Process & Generative AI Integration
To achieve this, I utilized generative AI, applying a tailored branding expert persona. I instructed the AI to generate concepts incorporating muted earth tones with a pop of accent color, carefully avoiding bright hues. This aligned with the client’s vision of a more mature, vintage feel. Drawing inspiration from Cold Stone Creamery and old-fashioned ice cream shoppes, I balanced contemporary design trends with nostalgic elements.
One of the key challenges was that early AI-generated concepts leaned too heavily toward Cold Stone Creamery’s identity. I overcame this by strategically rewriting the prompts—reducing the weight of “Cold Stone Creamery” tokens and placing more emphasis on “old-fashioned ice cream parlor.” This fine-tuning allowed me to craft a brand identity that felt uniquely Cool Cones while tapping into the familiar charm of classic ice cream parlors.
Refinement & Iteration
I generated multiple variations of my favorite concepts using consistent models and generation seeds, ensuring cohesion throughout. By experimenting with different “alchemy styles” and “prompt magic,” I fine-tuned the designs until the final visuals perfectly aligned with the client’s expectations. Since the stores have not opened yet, I used generative AI to simulate the interior design of the shoppe, featuring branded elements like milkshake cups, straws, and paper bags to create a comprehensive brand experience.
Expert Prompt Example
To showcase the AI’s capabilities and the control I maintained throughout the process, here’s an example of one of the effective prompts I crafted to generate the desired visuals:
Prompt
((Old-fashioned ice cream parlor interior)), with branded milkshake cups, straws, paper bags, and wooden counters. Muted earth tones dominate the space, with a single accent color for signage and branding elements (focus on creating a welcoming, nostalgic atmosphere)). Avoid bright, kiddie-like colors. [Cold Stone Creamery::0.4], ((vintage ice cream shop aesthetic::1.2)), warm ambient lighting, subtle retro patterns in the decor, delicate tile flooring, polished wooden tables and chairs. Focus on making the brand feel ((unique yet nostalgically familiar::1.3)).
By applying weighted terms and emphasis on specific elements, I guided the AI to focus on the key aspects that aligned with the client’s vision while avoiding unintended influences.
Outcome
The client was thrilled with the results and is eager to leverage generative AI further to mock up additional images for the brand’s official launch. The use of AI expedited the creative process and provided a rich array of visual possibilities, laying the groundwork for a successful brand identity rollout in 2025.
Tools used
Affinity Designer, Affinity Photo, Figma, Stable Diffusion
