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The Challenge

Located in the heart of Old Town Alexandria’s waterfront district and its distinguished history are the Fish Market and POP’s Ice Cream. Both are longtime family traditions that have brought people and good food together. After many years of the same look and same branding, it was time for a refresh. One that captured the familiar and respected the traditional flavor of both places, but put a little modern day twist on things.

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Our Approach

We looked for some vibrant brand colors to liven things up, but still retain that sense of tradition and homemade goodness. Made the food photography irresistible with tight, well-shot close-ups to create appetite appeal. Identified some classic and contemporary typefaces, that speak to our audience in a voice that says, “We’re Back!” Now you’ll find your favorite seafood dishes and 63 flavors of homemade ice cream better than ever.

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Brand Identity

We began with the logos and signatures. It was a delicate balance between colors, typefaces, and a refreshed brand identity. There had to be a sense of fun. But it was a fine line between too far or not quite far enough. The idea was to depict a promise of something new in each of the designs, yet retain that old time goodness. The same held true for the brand collateral, package designs and Websites that followed.

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Digital Collateral

We gave the menus a new look. An appetizing close-up of the featured item dominated the header at the top of the page. Charming woodcut illustrations distinguished different offerings, such as sandwiches or sides. Brief descriptions appeared beneath the name of each food item. Our redesigned and refreshed logos stood at the top and bottom of the menu establishing the rebranding of a popular and respected name. 

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Website

The website design captured that same look and old-timey feel with a sense of nostalgia that conjured up the golden age of America’s early main streets. The site also incorporated simple illustrations of icons from the past to highlight its pages. It was made user-friendly with header navigation, which was visible, easy for visitors to use and would take them anywhere on the site in a click or two. Pages contained mouthwatering photos of the many flavors of ice cream Pop’s offered its patrons. Appetite appeal was a central focus, inviting visitors to spend time browsing and deciding on a flavor of the day.

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Results

The brand refresh with two new sites, improved messaging, and a look and feel that says, “You have to try either or both of these restaurant and desert options,” have revived traffic. The two venues have seen a surprising increase in business from tourists visiting the D.C. area, as well as residents, both former and new customers. Most recently, they have seen a surge in gift cards, which is a promising trend.

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