IT’S-IT Ice Cream – Logo Modernization for Scalability, Food Packaging, and Product Photography

IT’S-IT Ice Cream, a San Francisco Classic—Modernized for a Successful Costco Launch

The Challenge: Make a Legacy Logo Retail-Ready

IT’S-IT Ice Cream, beloved since 1928 for its nostalgic ice cream sandwiches, was gearing up for a high-stakes national launch at Costco. But their original cookie artwork only existed as a pixelated, legacy file—not scalable, not print-ready. They needed a modern, vectorized version that stayed true to their heritage while meeting strict packaging requirements.

The Approach

I was brought on to update and prepare the artwork so it could scale infinitely across packaging, signage, and digital media. The project called for accuracy, flexibility, and consistency across all brand assets.

The Execution

Redraw & Vectorize the Cookie Logo: Recreated the iconic logo from scratch as a clean vector for infinite scalability without losing detail.

Layer & Prep for Production: Delivered artwork formatted for 1-color to 4-color printing, ensuring flexibility across packaging formats.

Product Photography: Captured clean, professional photos of the printed products for marketing use.

Historic Painting Digitization & Poster Design: Digitized a hand-painted scene of Playland-at-the-Beach (where IT’S-IT was born) and turned it into a collectible poster and mural design.

Scalable Brand Assets: Created flexible design systems to adapt across vendors, SKUs, and national retail formats—ensuring consistency across every shelf, photo shoot, and promotional display.

CLIENT
IT’S-IT Ice Cream

SCOPE OF WORK
Logo Illustration
Logo Vectorization
Print-Ready Artwork Preparation
Product Photography
Poster Design
Merchandise T-Shirt Design

 

A box of IT'S-IT Vanilla ice cream sandwiches featuring an illustration of the treat—vanilla ice cream between oatmeal cookies, dipped in chocolate. The box contains three sandwiches and highlights "The Original" on the front.
Scalable logo design for packaging – IT’S-IT Ice Cream vector artwork
A box of IT'S-IT ice cream sandwiches, cappuccino flavor. The yellow box features an illustration of the sandwich, branding, and text noting "The Original" and "San Francisco Tradition Since 1928.
A green box of IT'S-IT Mint ice cream sandwiches featuring a picture of a chocolate-covered ice cream treat and text indicating “The Original,” “mint,” and “3 sandwiches, 5.5 fl. oz. each.”.
A box of IT'S-IT Vanilla ice cream sandwiches featuring an illustration of the treat—vanilla ice cream between oatmeal cookies, dipped in chocolate. The box contains three sandwiches and highlights "The Original" on the front.
White t-shirt featuring a graphic of a large chocolate-covered dessert, possibly an ice cream sandwich, with small colorful buildings and a ferris wheel in the background.
A blue box of It’s-It Vanilla Ice Cream Sandwiches, showing chocolate-coated sandwiches with vanilla ice cream between two oatmeal cookies. The box contains 12 sandwiches and features product and brand details.
A blue box of It’s-It Super Sundae Vanilla ice cream bars coated in chocolate and chopped nuts, showing three bars on the front. The box contains 3 bars and features bold red and white text.
An illustration of a round dessert, resembling a chocolate-covered pastry or cake, with layers of cream and a thick layer of chocolate dripping down the sides and pooling at the base.
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