the revival of roadside nostalgia
Services: Brand Tone & Voice, Logo Development, Art Direction, Visual Identity, Menus, ID Package, Retail Signage, Website
Flobee’s reimagined an old hamburger stand on a Connecticut roadside from the 1950s, a forgotten spot where travelers once stopped for burgers and shakes. Our mission was to create a popular destination, evoking the fun and nostalgia of a 1990s ice cream and hamburger restaurant brand. The idea was to position Flobee’s with an atmosphere reminiscent of Saturday nights at the diner, neon lights, and everyone’s favorite after-school treats. The transformation involved developing an identity that would both attract new generations and pull in visitors seeking a sense of 90s nostalgia.
Snobees photo by Dane Tashima
Designing Brand Identity
To maintain the authenticity of the destinations vintage charm, ownership kept the original building’s unique architecture, from the classic walk-up windows to the umbrellaed picnic tables. Our job was to create a cool brand story to visually marry the iconic structure with a new personality.
The heart of the rebranding lay in Flobee’s new visual identity:
Logo Design: The logo captured the 90s aesthetic with a curvy typeface, straight out of the soft serve machine. Bright colors, airbrush backgrounds, squiggles and Van’s inspired checks blur the lines of a 1990’s mall record store and retro roadside stand.
Brand Suite: We built Flobee’s a presence on social media, emphasizing nostalgic content with 90s memes, retro references, and photos of visitors enjoying classic eats. Branded hats, t-shirts collectible mugs and all paper goods serve Flobee’s classics like milkshakes, sundaes, and burgers in 90s inspired packaging, using colors and typography that echo the brand’s retro design.
Key Takeaway: The rebranded Flobee’s quickly became a popular stop for locals and tourists. The playful and nostalgic design elements encouraged visitors to reconnect with memories while creating new ones, stay, take photos, and share their experience online.