Great brands evoke feeling, and few do it better than Grassroots Kitchen + Creamery. From micro-batch ice cream to elevated street food, Grassroots has built a following around creativity, craft, and community. BLKDOG partnered with this Connecticut-based brand to develop a vibrant identity system, a story-led website, and campaign creative designed to scale their presence across storefronts, grocery freezers, and digital channels
ABOUT
Grassroots began as a hometown favorite and grew into a regional destination by doing two things exceptionally well: making small-batch flavors from scratch and pairing the Creamery with a Kitchen menu that keeps people coming back. As the brand expanded across locations and into retail, they needed an identity and digital experience that could carry the full story. Ice cream was still the headline, but not the whole show.
The goal was to create a cohesive brand system that feels handcrafted, captures the joy and energy of the in-store experience, and stays recognizable across the region. Whether that’s in-store, online, or on the shelf.
DELIVERABLES
- Brand Development
- Website Design + Development
- Marketing Strategy
- Packaging Design
- Print + Digital Design
- Social Media + Email Marketing
Differentiating Grassroots from other small-batch creameries and local scoop shops is easy… when you’re tasting it. But how to get new customers to reach for Grassroots in the freezer aisle?
The playful food and beverage branding system reflects Grassroots’ flavor-forward personality and made-from-scratch approach. We introduced key phrasing, like “New England-style,” “Micro-batch,” and “Wicked good,” to capture the brand’s approach to flavor and quality. And the website brings the full Kitchen + Creamery experience to life, so new guests immediately understand what’s on offer, where to go, and what to try next.
Strong food and beverage branding works best when it feels as handcrafted as the product itself, and keeps a multi-offering concept clear, even as it expands across locations and channels.
Retail-ready visual systems help brands compete in the freezer aisle, where packaging has to win attention fast.
Story-led websites help turn first-time visitors into regulars by making the menu, locations, and ordering pathways effortless.
“Incredibly helpful in guiding our brand development from logo design to website updates to product and retail placement. We continue to expand our use and relationship into all aspects of marketing and brand expansion and are exceptionally happy with the capabilities of the entire team.”
Mark Sproule, GRASSROOTS ICE CREAM
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