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Chilljoy Hawaiian Shave Ice

Branding + Site Design | Winter 2024

Project brief

Revitalized an established local Hawaiian shave ice food truck brand following new ownership, creating a modern, social media-friendly visual identity while honoring the business's authentic Hawaiian roots. The refresh maintained recognition through strategic color retention while expanding appeal to highlight ice cream offerings and event capabilities. 

My role

I conducted stakeholder interviews with Chilljoy’s new owners to understand business goals and brand values, then developed a comprehensive rebrand package including truck wrap designs, website assets, and social media elements that balanced its roots with a contemporary aesthetic.

The inherited brand


Rebrand goals

  • Modernize the visual identity while retaining the Hawaiian authenticity
  • Keep the chartreuse green to preserve the iconic status of their vintage 1959 step van without requiring a costly complete rewrap
  • Create a more "picture-worthy" aesthetic to boost social media presence 
  • Incorporate stronger emphasis on ice cream offerings alongside the signature Hawaiian shave ice
  • Remove brand elements (like military dog tags) that do not resonate with new ownership
  • Develop a versatile design system that could be applied to their existing vintage truck as well as their newer small truck for events

Design direction

I presented the owner, Kara, with a comprehensive design moodboard showing diverse visual styles to identify her aesthetic preferences, understand her rationale behind those choices, and ensure alignment between the selected visual direction and the company's strategic objectives. We agreed on a retro-inspired look characterized by vintage typography and playful illustrations. This design exercise revealed Kara's affinity for design that combined nostalgic warmth with modern appeal—specifically styles featuring custom letterforms, whimsical hand-drawn characters, and bold color blocking. We identified opportunities to blend this retro visual language with authentic Hawaiian elements like hibiscus flowers, palm trees, and surfboard motifs.

Inspiration