Blue Bunny

What is an “Ice Cream Experience on Wheels”? Most of us share a distinct Summertime memory of the jingling nursery rhyme tones that announce the ice cream truck on its way. But isn’t there a better way to reach customers than the typical run-of-the-mill ice cream truck we’re all familiar with?

Blue Bunny challenged the studio’s industrial design team to create an elevated Ice Cream truck experience by following these 3 project drivers: First, reinforce the Blue Bunny brand equity and delight customers. Second, design for efficient service and operation. And finally, make it product and road worthy.

The team collaborated with SparkStarter to create a strategy to push the Blue Bunny equity out and onto the road. Our goals were clear: to build more brand awareness and to leverage the growing food truck culture.

First, we considered the truck itself: the team narrowed down to a 16’ truck solution, bigger than the typical stock ice cream truck and more in line with those food trucks seen on the road today. After a huge concepting round, we provided multiple rendered visuals and graphic wrap options for the client and their team. Mertz provided the fabricator with internal layouts and product flow diagrams, ensuring the final product was seamless and efficient in action. The final product is a playful, more approachable ice cream truck design that elevates Blue Bunny’s brand & reimagines the ice cream experience we’re used to.