Three business units, one brand, one strategy
Limburg ice cream legend Theo Clevers built an empire through his parlors. He sold the business to his employees, Tom and Joris, who grew up within the company and ran their own successful salons. The forward-thinking duo has its eyes set on the future and scooping up the entire south, and to do so they set up a retail branch and an urban ice bar concept for starting franchise entrepreneurs as an addition to the classic parlor.
To help them achieve this, we guided Clevers in setting up an open strategy and created a new corporate identity. One that molds traditional elements into new branding for their Clevers IJssalon, Clevers IJsbar and Clevers IJs pillars. Using beautiful photography, we built a collection of assets to shine a new light on the classic coupes, cones and sprinkles that made Clevers a phenomenon. The new concepts offer room for entrepreneurship and development, and the first outings customers can encounter are the refreshed menu, the fleet and a brand new website.