Breyers

1HQ / UNILEVER / BREYERS

Role: Lettering

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CD: Kate Rascoe
Associate CD: Cat Losi
Design Director: Audra Schroeder
Senior Designer: Marina Goba
Junior Designer: Mallory Whitfield
Year: 2023 (Launched 2025)

I was honored when Kate from the 1HQ team invited me to collaborate on rebranding this iconic ice cream brand, a staple since the late 1800s. The evolution celebrates Breyers’ heritage, quality ingredients, and classic taste. The packaging and overall brand aesthetic was refreshed by the 1HQ crew to help the brand stand out amongst competitors and drive growth.

Before — Previous Breyers logotype

After — New Breyers logotype

Rebranding an established mark requires balancing its history and recognizability with a modern update. The previous Breyers logotype, inspired by brush script, lacked a bit of polish—its uneven stroke angles and harsh slant stood out as key issues.

Breyers Packaging Before and After

The new mark embraces the hand-drawn nature of script lettering, with intentional variations that mimic lifting and placing the "pen". The varying "r" constructions highlight its handmade feel, while the exit strokes in the "y" and "s" add a sense of flow and speed.

1860's Breyers logotype

Logotype sketch based on 1860's version

With such a beautiful original Spencerian script logotype, it felt natural to explore a modern interpretation. As with every sketch, there's a million minor variations. Plenty of differing letterform constructions. Questioning, does the "s" loop? Or do we include the underline? How do we introduce the iconic Breyers leaf? All of this need to be explored.