The Max Joy
+ Refreshed brand identity with audience focus
+ Packaging and environmental alignment
+ Enhanced in-store customer experience
Since 2015, Max Joy Co. has delighted customers with handmade, small-batch ice cream. Founder and head ice-cream maker Sally wanted the brand’s look and feel to reflect the care that goes into her custom flavours. We partnered with Max Joy to evolve the brand identity and store experience while staying true to its original personality.
Translating Craft Into a Customer Experience
The visual identity had to retain the charm and playfulness of the original brand, while introducing two new icons designed to resonate kids, the brand’s core audience.
The refreshed branding carried through to packaging, signage, and take-home product lines — ensuring that every touchpoint, from tub to takeaway, felt joyful, polished, and unmistakably Max Joy.
A Brand as Sweet as the Product
In-store, we brought the brand to life using layered organic colour patterns across walls, signage, and collateral. The result was a bright, welcoming space that reflected both the premium nature of the product and the warmth of the customer experience.
Everything was crafted to connect — from the packaging in the freezer to the physical environment where the product is enjoyed.
The Result
A cohesive brand experience that’s fun, high-quality, and ready to evolve — whether across additional retail locations, mobile formats, or wholesale growth.
.svg)