Fanci Freez
Rebranding and Retail Success for a Nostalgic Icon
Fanci Freez, Boise’s go-to spot for classic burgers and unique milkshakes since the mid-century, came to us for a strategic rebrand. The challenge was clear: honor their nostalgic charm while setting the stage for growth and a new retail product line.
Through our discovery process, we identified the key elements their loyal customers loved—vibrant pinks, retro ribbon logos, and old-school diner vibes. These became the foundation for a thoughtful refresh. We modernized their logo, enhancing its readability while keeping its inviting feel, and retired the generic ice cream cone to allow for greater flexibility. Graphic patterns, inspired by 1950s and 60s aesthetics but reimagined with a contemporary twist, added depth to the brand.
Our work extended to building a brand guide that set the tone for consistency across every platform. From logo usage to photography styling and retro-inspired graphics, the guide gave their team—and future vendors—a clear roadmap for bringing Fanci Freez to life in every context.
Brand Strategy
Logo Design
Packaging Design
Point-of-Purchase
Illustration
Photography
Bill Hawes, Fanci Freez
“The packaging and logo they created is literally award-winning! It is eye-catching and innovative. We also now have a great logo that is still very recognizable but up-to-date at the same time. They even came up with an illustration that is perfect for our retro concept.”
Packaging a Game-Changer
As part of this larger rebrand, Fanci Freez also launched its first-ever retail product: soft-serve milkshakes designed for the freezer aisle. Unlike traditional ice creams that harden at retail freezer temperatures, these milkshakes, developed with Pivot North Consulting, use specially engineered packaging to stay perfectly soft and scoopable.
The packaging design had two critical goals: reflect Fanci Freez’s retro identity while standing out in a crowded, chaotic category. We achieved this with a bold approach—clean, vibrant backgrounds paired with large, in-your-face product names and playful, messy milkshake imagery featuring floating ingredients. The result? A package that grabs attention immediately and perfectly conveys the fun, indulgent product inside.
Each pouch contains two individual milkshake cups—designed to share (or not). The cups feature playful, selfie-ready designs on each side, sparking a social media frenzy among customers eager to show off their new favorite treat.
A Sweet Success
The impact of the rebrand and packaging design was immediate. The milkshakes shot to number one in ice cream sales across all their retail stores within the first month of launch. Meanwhile, the reimagined brand continues to resonate with customers both in-store and on shelves, seamlessly blending nostalgia with innovation.
Fanci Freez is now primed for expansion, armed with a brand and product line that honor their rich history while paving the way for the future.
