Van Leeuwen Artisan Ice Cream rebrand, by Natasha Jen

Pentagram partner Natasha Jen has designed new branding and packaging for US ice-cream brand Van Leeuwen Artisan.

The new look is made up of an italic logotype and a series of block colours to represent different flavours – “minimal graphics”, says Pentagram, which aim to “stand out in store and look great on social media”.

It aims to clear up the “visual clutter” of the previous branding, and make the whole range more cohesive.