To improve product visibility and increase frozen ice cream sales, I designed a custom freezer wrap that transformed an overlooked appliance into a branded retail display highlighting Dickey Farms’ signature farm-made ice cream.
Background
Dickey Farms produces three signature ice cream flavors: Peach, Strawberry, and Butter Pecan. Unlike many competitors, the peach and strawberry flavors are made using fruit grown on the farm rather than using artificial syrups to enhance flavors, making the ice cream one of the farm market’s most recognizable products.
Despite the popularity of the ice cream, frozen pints were displayed inside an upright freezer located near the checkout area. Because the freezer blended into its surroundings, many customers either overlooked it completely or asked employees where the ice cream was located, resulting in missed sales opportunities.
The Challenge
Customers frequently struggled to locate the frozen ice cream freezer, causing missed purchases and requiring staff to regularly direct customers to its location.
The Goal
Create a highly visible freezer display that immediately communicates the product, reinforces the Dickey Farms brand, and encourages impulse purchases.
My Approach
Rather than treating the freezer as a functional appliance, I approached it as a retail marketing opportunity. I researched commercial freezer wraps commonly used by grocery stores and specialty food retailers to understand how imagery, color, and product photography influence shopper behavior.
Because Dickey Farms differentiates itself through real fruit ingredients, I chose to emphasize fresh peaches and strawberries throughout the design rather than focusing equally on all three flavors. Butter Pecan remains a customer favorite, but highlighting the farm-grown fruit better communicates the brand’s unique value proposition.
Key Design Decisions Included
- Large, vibrant fruit imagery
- “Made with Fresh Fruit” callout to reinforce product quality
- Product photography showcasing the farm’s signature peach and strawberry swirl to build trust and recognition.
- Clear Dickey Farms branding
- Bright, attention-grabbing colors designed to increase visibility from across the store and to stand out against surrounding fixtures.
Results
- Staff reported significantly fewer customer questions regarding the freezer’s location.
- Frozen ice cream sales increased compared to the previous period.
- Soft-serve purchases also increased as more customers became aware that Dickey Farms produces its own ice cream.
- The freezer became a recognizable branded feature within the market rather than blending into the surrounding retail environment.
The Design
The Completed Display
| Responsibilities | Creative Direction, Graphic Design, Print Production, Retail Marketing |
| Timeline | 2 Weeks |
| Tools | Adobe Illustrator, Adobe Photoshop, Canva |
Mallory Tilson 