Anagrama’s identity for this chain of ice cream shops harkens back to the 1960s.
If you ever find yourself in any of the sixteen Winter Milk locations throughout Monterrey, Mexico, loosen a notch in your belt and clear an hour in your schedule. These ice cream shops beg you to savor an ice-cream cone, popsicle, milkshake or frappe the traditional way—leisurely, surrounded by family and friends. To sweeten this vintage experience even more for patrons, the chain called on local design studio Anagrama to update its identity and portray its lactose products as fresh and natural, like the Dutch dairy sector. By employing different typographies, each recalling the graphic handmade labels and signs found at cafeterias during the 1960s, Anagrama was able to custom-make a compendium of logos for the brand collateral and store interiors. The studio also used a contrasting color palette to vibrant effect—warm oranges reference the emblematic traditional color of the Dutch monarchy, while fresh blues resemble winter and cold climates. And with the interiors’ Wes Anderson–inspired design and tones, the result is nothing short of polished and chipper, a refreshing visual treat for modern times.