March 8, 2022

Van Leeuwen Ice Cream Introduces New Branding for Vegan Options

Van Leeuwen Ice Cream, known for making both dairy and vegan ice cream with high-quality, simple ingredients, has unveiled the result of the revamped branding of its vegan pints.

In 2016 Van Leeuwen Ice Cream worked with Pentagram design firm to re-brand and launch their now-iconic packaging. The colorful, minimalist design reflected the purity and quality of their ice cream and stood out in a sea of busy design and over communication in the freezer aisle. Van Leeuwen is now giving the vegan pint line the full-color treatment which more closely resembles their iconic and unmistakable dairy pints. Consumers will be able to clearly identify Van Leeuwen’s vegan pints when shopping in stores or online with a repeated vegan call out around the pint’s lid and identification of the vegan base of oat or cashew used in the recipe. The pints feature the brand’s well-known logo and copy in white while the dairy line is black.

“Van Leeuwen’s branding is one of a kind and our customers love the minimalist design and colors of the pints – especially when it comes to our classic dairy line. After taking a step back, we realized there was an opportunity to more closely align our vegan pint branding with the iconic dairy line,” said Ben Van Leeuwen, Co-Founder and CEO of Van Leeuwen Ice Cream. “We have no doubt that the changes that we’ve made to our vegan line will increase brand recognition and resonate well with our customers and retail partners.”

Van Leeuwen’s customers who shop by flavor at Van Leeuwen’s 27 scoop shops and thousands of grocery stores nationwide will now be able to quickly identify their favorite pints by the color associated with the flavor. The brand has 19 permanent vegan pint flavors, along with many more special flavors in rotation through the year.

Van Leeuwen fans will begin to see the changes across grocery stores and Van Leeuwen’s scoop shops this spring. To stay up to date on all things Van Leeuwen, click here.

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