Nate Lynch
Design for Business
“Nostalgia for the 1950s is now conveniently packaged in the form of an ice cream bar. It’s an experience straight out of Pleasantville.”
Gladwell is a mobile ice cream company that I founded in Chicago. It was an amazing adventure!
The Gladwell Company was a response to the dying art of customer service. It was a return to a time when a product delivered on its promise. The entire experience was designed from the ground up: from the brand inspiration, to the tricycle; from the ice cream recipes to the final packaging. No detail was unaccounted for. Simply put, Gladwell delivered tasty frozen treats from the friendliest ice cream man you'll ever meet!
↑ Here's a small sampling of the ideas that were explored.
↑ I learned about the science of ice cream while attending the University of Wisconsin's Ice Cream Course.
↑ Early concepts for treats and brand elements. Simplicity was always the goal of our flavor and color combinations.
↑ I art directed the Gladwell logo, with one of the guiding principles being "Modern Nostalgia." The wordmark was drawn by Laura Mesegeur, who recommended we use Arboria as our accompanying typeface.
↑ Packaging graphics and dielines. (I particularly enjoyed typsetting the Nutrition Facts labels.)
↑ Quality control at the press check. I now understand the ins and outs of the laminated polypropylene flexible printing process.
↑ Each treat was isometrically illustrated with component callouts.
↑ So many ice cream sandwiches. Keeping track of them was a full time job.
↑ In-progress tricycle mockup.
↑ Crisp clean uniforms were a key part of our customer-focused approach. I often referred to it as a 21st Century update to the Good Humor Man.
↑ Diagrams were used to communicate clearly with our logistics partners. Ice cream is particularly sensitive to temperature fluctuation, so holding a constant temp was key to maintaining the quality levels we wanted to achieve.
↑ I also created guides to illustrate our ordering options with key vendors.
↑ Having a responsive website was important, especially because of the mobile nature of our business. See for yourself at www.thegladwellco.com.
↑ We were fortunate to receive several glowing reviews from Zagat, Chicago Magazine, Dining Chicago, Thrillist, and the "Hungry Hound," Steve Dolinsky. Here, we're featured in Timeout Chicago. Photography by Martha Williams
“One of the best ice cream shops in Chicago.”
“A mighty cute new ice cream cart is on a roll with a charming and classic style.”
“You’ll want to get your hands on these treats. Everything is customized and pristine, from the tricycle to the individual ice cream wrappers.”
↑ Our fans loved to share photos of Gladwell on Instagram. Social media is a powerful thing.
“I woke up still thinking of the ice cream sandwich.”
“Delish vegan chocolate ice cream from the cutest street vendor.”