(Est. 2002) “Jeni’s Splendid Ice Creams was founded in 2002 by James Beard Award-winning cookbook author Jeni Britton Bauer. Britton Bauer’s ahead-of-the-trend vision—using whole ingredients and dairy from grass-pastured cows, rather than synthetic flavorings and commodity ice cream mix—coupled with inspired flavors, sparked the artisan ice cream movement more than a decade before it would become a top food trend. Today, Jeni’s is a certified B Corporation with 32 scoop shops, an online shop at jenis.com, and distribution in top groceries across the country.”
Logo: Jessica Hische
When we started our pint redesign almost a year ago we began with a logo refresh. I have always felt that our logo was lovely, similar to my own signature, but because of the “j” descender it never quite fit right on signage, packaging or T-shirts. The “j” was always so much bigger than the “eni’s.”
We are very happy with the result. It’s friendly and inviting, and retains all the character and soul of our old logo (in fact, I bet you didn’t even notice it changed), but turns up the energy by 1,000 percent. Our new logotype is now the showpiece of every pint.
In a nod to our original plastic pints, every flavor name is written in a unique, handwritten script. Underneath is the flavor description highlighting the amazing ingredients inside. On the side are stories from me about the flavor—from inspiration to process to partners. Read this panel if you want to go a little deeper. And, as usual, our ingredients are printed large because we are so proud of everything in there.
Images (opinion after)
I hadn’t realized how disproportionate the “j” was in the old logo until I aligned it with the new logo — what a huge, positive difference the more naturally proportioned “j” makes and that’s only the beginning of all the little updates that make the new logo great. The apostrophe is now fully there, sweetly nestled between the “i” and “s” instead of the previous tittle-apostrophe mutation. There is also now a slight arc to the wordmark that gives it a more bouncy presence. All the moves are a major improvement that keeps the personality of the original. The new packaging is quite nice too, highlighting the brand over the product — which, now that Jeni’s ice cream is available more broadly, is an important consideration. I really liked the old packaging, which looks great in the freezers but the brand was so small it almost looked like the grocery store’s private label ice cream. The new logo looks great against the multi-color backgrounds and the idea of different script fonts for the flavors is good in theory but not as effective in practice because they all look alike and they have a very computer-y aesthetic. Still, the overall effect is really good and reflects the quality of this super tasty range of ice creams.
Thanks to Katrina Ward for the tip.