Carvel Undergoes Rebranding

Carvel Ice Cream Shoppes (Austin) has launched a new brand image and store design. The changes come ahead of expansion plans for the 400-unit ice cream chain. With stores concentrated primarily in the Northeast and Florida, the company has expanded its reach in recent years through “express” shops, which are usually co-branded with other restaurants or located in non-traditional locations, such as airports or stadiums. The company plans to add 20 new full-sized stores and express shops this year and is seeking franchisees to launch additional businesses.

According to a company statement, the new store design includes new dipping display cabinets, a topping bar, and a prominent display of the brand's signature ice cream cakes. The new design also features digital menu boards, wood-finished floors, vibrant colors and new brand imagery, including a new logo featuring a “whimsical, illustrated ice cream cone.” Express shops will also be updated with upgraded branding and digital menu boards.