Although generations of customers loved Heisler’s, its identity had been reinvented in the 1990s, and it showed. Several versions of the brand were in use, packaging lacked consistency, and the website and marketing materials did little to communicate the quality of the ice cream or everything that made the destination special. New owners Dwight and Kathi Zimmerman engaged VFC to bring Heisler’s back to its historic roots while preparing the brand for a much bigger future.
VFC interviewed stakeholders, researched Heisler’s history, analyzed competitors, and studied national and regional ice cream packaging. The resulting strategy simplified the name from Heisler’s Cloverleaf Dairy to Heisler’s Creamery and established a clearer position built around premium ice cream, local character, and a destination worth the drive.
Inspired by turn-of-the-century typography and commercial design, the new identity feels established without feeling old-fashioned. Supporting illustrations and graphic elements celebrate the evergreen-filled valley, agricultural heritage, and annual Purple Martin migration that make Heisler’s unlike any other creamery.
VFC also developed every element of the brand voice, from website headlines and body copy to calls to action such as “Come Hungry. Stay & Play.” At the heart is a simple promise that captures both the product and the pace of the place: “Made the Unhurried Way.”
VFC developed a distinctive two-part packaging system created to stand out in the freezer while accommodating a growing lineup of flavors.
A common branded tub establishes consistency while colorful, matte-printed flavor ribbons carry each variety’s name, ingredients, and required FDA information. Even the adhesive was carefully sourced to perform in freezing conditions.
Special packaging for CMP, the regional favorite made with chocolate, marshmallow, and peanuts, features a gold accent that gives this local legend the attention it deserves. The system extends across tubs, cups, and future flavors, giving Heisler’s an appetizing, cohesive presence ready to move beyond hometown shelves.
The new identity now works just as comfortably on packaging as it does across the Creamery, website, apparel, billboards, and seasonal promotions. Everything looks connected, everything feels inviting, and everything makes Heisler’s easier to recognize, remember, and crave!
”What impresses me most about VFC is their ability to truly build a brand. Their creativity, passion, and genuine interest in our success make them feel more like a partner than an outside agency.
Dwight ZimmermanOwner, Heisler’s Creamery
Is Your Brand Ready for Another Scoop?
VFC can turn authentic history, quality products, and big ambitions into a brand people will savor.
