Looking back to October 2024: Happy 25th anniversary to Clumpies Ice Cream Co.! It is amazing to see the logo we designed in 1999 still going strong after all this time.
It was a joy to collaborate with founder Marshall Brock to create the original logo and to build the identity over the course of the next 14 years. Marshall had a vision to create a small batch ice cream shop focused on excellent craftsmanship and delightful flavors. His inspiration and guidance to Widgets & Stone was to look to antique dairy farm equipment as we designed the logo and the identity. So we did just that.
Original stationery set, letterpress 2000
From 1999 - 2004 Clumpies’ look and feel drew heavily on vintage farming catalogs, products and equipment. The brand utilized two of John Downer’s font designs from 1999, Brothers and Council. Both were new variations on vintage typography on broadsides and tins, a perfect fit with the antique theme.
Sales kit 2000
In 2004 as Clumpies expanded with joint ventures and new locations, Widgets & Stone reimagined the brand style to move brighter, bolder and more playful. Introducing a type heavy approach to utilize the lighthearted writing, and adding brighter colors to the palette. The new locations added opportunities to update signage and wayfinding.
New packaging designs 2004
In 2013 See Rock City acquired Clumpies Ice Cream Co. and the brand design duties were brought in-house. But even after all this time, the logo and visual identity are still going as strong as ever.
Clumpies St. Elmo location
Creative Direction: Paul Rustand; Design: Bradley Dicharry, Paul Rustand, Joseph Shipp, Mark Cooley.