Bruster's

Bruster’s Real Ice Cream sought to modernize its instore experience and visual identity while staying true to the brand’s neighborhood charm. With a broad franchise network and varying store conditions, they needed a scalable design system that would elevate visibility, strengthen brand consistency, and equip franchisees to confidently adopt updates across diverse markets. 

Principle created a refreshed design platform that brings new energy to the Bruster’s experience. This included updated store design concepts, illuminated signage, and a signature waffle pattern roofline that adds a distinctive architectural cue. To support adoption, we developed a tiered playbook that helps corporate leaders educate and guide franchise owners through both design activation and digital enhancements. We also built two comprehensive retrofit packages that give franchisees clear, investment right options for remodeling their locations.

The new design system provides Bruster’s with a flexible, future ready platform that helps strengthen brand visibility, improve operational consistency, and support franchise growth. The retrofit packages and educational playbook empower franchise owners with clarity and confidence, ensuring the brand can evolve with speed while preserving the community focused spirit that defines Bruster’s.

Deliverables:

• Site Surveys

• Material Specifications

• Manufacturing

• Installation

• Exterior Signage & Awnings

• Project Management