Passing Down The Good Stuff

Produced in Cincinnati OH since 1939, United Dairy Farmers Stores and Homemade Brand Ice Cream operates almost 200 convenience stores across the midwest. For three generations, they have been known for making ice cream with quality ingredients and attention to detail. With competition growing from national competitors, UDF asked San Francisco-based Perspective:Branding to harness the emotion of the brand’s story.


Perspective: Branding revamped the Homemade Brand line starting with a new brand identity: the image of a father and son gazing out to the future. Simon Thorneycroft, Founder/CEO of Perspective: Branding explains: “We are paying homage to the wholesome values and family history — the passing of the baton from generation to generation … This is a story about a classic American family with a rich history that has always been devoted to producing the best quality and a commitment to always deliver great products and excellent service. It’s the singular idea of ‘passing down the good stuff,’ that speaks to the brand character, the product and the origins of the recipes.”


A white contemporary font with a twirl in the letter ‘o’ on a solid black rectangle represents the creaminess and the act of mixing in all of the quality ingredients. Photography of a large ice cream scoop and natural ingredients cues the high quality ingredients. A white marble background evokes a modern kitchen countertop, or a slab where the ice cream is cut, to check for quality and consistency. Each flavor is written on a recipe card to highlight the homemade ingredients and allude to the traditional passing down of recipes. Finally, the lid color was changed from a generic black to a premium gold.