Target Audience in a Sweet Perspective
Picking a favorite flavor of ice cream is hard. There are over hundreds of flavors.
However, when you are thinking about what you are in the mood for you narrow down what
you are in the mood for to help yourself become satisfied. This “endless flavor option” applies
to designing logos. There are many flavors you can go with for your company, however, what
sets you apart from just picking a random logo is that you have a preference and so does the

When talking to business clients there are some that try to start just by picking their
favorite colors or logos they have seen to help the designer on their logo idea. However, the
filter they are missing is their target audience. If you want to attract to a certain audience, you
need to understand what grabs their attention for your product. If you were to take someone
out for ice cream you would not get them something that is store brand and cheap. You would
take them to somewhere with premium ice cream because you want to impress them.

For comparison purposes we will look at 7 different ice cream/frozen dessert
companies, and how they attract their cliental. Some are stores, and others are home brands. I
also brought in ice cream alternatives like gelato and frozen yogurt because they are in the
competing market. What I’m trying to focus on is the audience that wants a frozen treat for
dessert and how these companies separate themselves.

Branding the Frozen Dessert

Braums: Started in 1968 in Tuttle, OK. Their branding focuses on the Southern
homebodies that want consistency. For example for a while they had the same ad from 1980s
still playing on the TV, click here to watch the ad and that reflected their simple brand. A
capital letter B with an ice cream is a very iconic quick land markers.

Cold Stone Creamery: Started in 1988 Tempe, Arizona. One of the premium ice cream
shores. They even call themselves a creamery, which sounds classier. They use a serif font to
give more character to their company. They also have a history of creating the ice cream in
front of you, which reflects the logogram they have, which while similar to a wax stamp.

Baskin Robbins: Started in 1945 in Los Angles, California. Focuses on the 31 crazy
flavors. They have a fun font with a hidden item number in the middle. They first started off
sophisticated, but when learning their target market you can see they took the more fun
approach to their company because they were going to focus on having 31 different flavors.

Paciugo: Started in 1999 is a gelato company. Since they compete with other ice cream
companies, they how they attract their audience is art. Their logo literally has a photographic
image of where they started in an art piece layout. Their product looks like a masterpiece in the
casing, and this is for the customers to appreciate the art of gelato as a premium product.

TCBY: Started in 1981 in Little rock, TCBY is a frozen yogurt company. Like most frozen
yogurt companies they focus less on sugar sweets and more on the fact you can mix fruit into
your dessert. They go for the more modern look in their design as they want to present
themselves as the future of frozen desserts unlike Braums and Cold Stone.

Häagen-Dazs: Started in 1961 Bronx, NY. This company focused more on the logotype
and name and that was by creating a premium home ice cream. However, the name itself is a
made up German word to appear more sophisticated. They are focused on the ornate and the
luxury in order to sell their product for a higher price.

Blue Bell: Started in 1907 Brenham, TX. Another southern brand of ice cream that
focuses on the homebody having a dessert at the end of the day. This over hundred year old
company focuses on bringing comfort with the natural color, mostly colored based logogram.
This is an ice cream that still comes in a gallon and wants to remember the origins of ice cream
and comfort. If they were to ever change their design they would lose their company. So they
stick to keeping things simple.

As you see these are all selling frozen desserts, however, they focus on specific a target
audiences to differentiate themselves. As you decide on your logo or branding, think about the
client market and who you are trying to go after to get the most from. Apply the logo against
your competition, and think about what would feel off if you were buying the product. Adding
filters in your life can help you find your branding easier.

If you like this little vision blog, you can email me at and give me your feedback.

Written 8/7/2019