There are many hoops to jump through before setting up shop in malls, even if you’re a major brand like Haagen Dasz. Contracts with other ice cream vendors meant they had to be creative to get in the door, so they found their solution in smoothies. To get blending, they came to us. We researched the many treats already being sold in malls – Mrs. Fields, Cold Stone Creamery – and found that that there was open space in the market for a brand more premium than Starbucks, but less high-end than Godiva. To differentiate from the sophisticated, European quality of those brands, we gave Blender an Americana-inspired identity. The result was Blender, which we named to communicate their new speciality, and rendered in a red, script typeface to give off a down-home feeling.