Reimagining A Local Identity
Treat is one of downtown Vancouver Washington’s most celebrated locations. Home to ingenious cookies, small cakes, pastries, and artisan ice cream. When the owner of Treat approached us she had a delicate proposition. How could Markon create something useful, an ice cream cup, while also taking the Treat brand’s visual identity in a new direction? The existing branding relies on a medium-weight script that is neither formal not frivolous. The new look, however, should be modern and impactful, as if the word Treat should be said with the force of a stamp hitting paper. So, we took a fairly ubiquitous san serif font and gave the new ice cream cups a sort of “seal of approval” treatment. The result is a cup that boldly declares the ice cream maker's name.