Bombshell Treat Bar
Role: Brand Strategist, Brand Designer, Illustrator, CX Designer, and Web Designer (as Unsold Studio)
Project Duration: Fall 2019–Present
Project Location: Berkley, MI
In a market saturated with mom-and-pop ice cream stands, Unsold Studio created a high-fidelity visual identity for Bombshell Treat Bar. By rooting the brand in a "sophisticated-yet-playful" aesthetic, the studio transformed a local treat bar into a national design contender. The project proves that when local businesses invest in high-level design, they don't just compete—they redefine the cultural and economic standards of their own community.
The Strategy
The Bombshell team wanted to elevate ice cream to be an experience - featuring live dipping, high quality ingredients, and playful combinations – that required a visual differentiation within the local market to signal to customers they were more than the typical ice cream stand. Unsold Studio set out to prove that a local business could—and should—possess the visual gravity of a global brand, without alienating the community it serves.
The "Kidult" Demographic: We identified a unique psychographic in Metro Detroit: adults who value high-end, artisanal craftsmanship but crave the nostalgic joy of childhood treats. Bombshell Treat Bar aimed to be located in Oakland County, one of the wealthiest counties in the state, so a market for a higher-end dessert product was available.
Asset Creation for Growth: The client’s goal was not just to open a store, but to build a scalable asset. By developing a "franchise-ready" identity from day one, we ensured the brand could eventually expand from one location to many.
Resilience through Identity: Initially, the brand was intended to be event-based with the goals for a brick and mortar location. When the pandemic forced a pivot away from events and to delivery, the brand’s visual strength became its primary revenue driver. The "unboxing" experience was engineered to be as impactful as a physical visit to the bar. Once the pandemic subsided to allow audiences to commune together, the familiar brand welcomed them to new experiences without confusion.
BELOW
Early concepts for the brand, as well as documentation of the early brand pivots, from home delivery to outdoor farmer’s markets.
The Solution
While the product and experience was intended to be high-end, the outputs needed to be budget-friendly. The shop is woman- and family-owned, with limited resources for on-going brand support like photo shoots.
Custom Illustration: We bypassed standard food photography in favor of vibrant, custom illustrations for every menu item. This created a cohesive, "collectible" aesthetic that elevated the product to "edible art,” and allowed the client to avoid constant expensive and difficult photoshoots (photographing ice cream is not easy!).
Modular Branding: We developed a "kit of parts"—including custom emojis, sprinkle-burst patterns, and bold, punchy messaging—allowing the brand to flex from understated boutique packaging to loud, "in-your-face" environmental graphics, which match the playfulness and innovative treats they serve.
Place-Making Design: The physical storefront in Berkley was treated as a cultural landmark. The environmental design blended a nostalgic parlor feel with modern, gallery-like sophistication, ensuring the brand felt like a permanent part of the city’s architectural fabric.
BELOW
Imagery from the brick and mortar store, the most recent incarnation of the brand, located in Berkley, MI. We collaborated closely with architecture firm McIntosh Poris to bring the brand through the physical space, designing wallpaper, murals, signage, and more, and had vendors like Motown Sign Co. execute my idea for the outdoor mural.
The Impact
PROFESSIONAL AWARDS
Creative Communication Award (Los Angeles, CA), 2020 Winner in Branding/Brand Identity for Bombshell Treat Bar, Fall 2020. Juried.
FEATURES & PRESENTATIONS
Featured as a case study in the Design Core Detroit virtual talk on Instagram to help businesses bring back customers post-pandemic. Invited.
The architecture team, McIntosh Poris, were recognized with an AIA MI Honor Award for the design of Bombshell Treat Bar. As collaborators on branded interior elements, like wallpapers, murals, and signage, we’re proud to of their acquisition of this honor.
CLIENT RECOGNITION
Cultural Landmark Status: Bombshell has become a perennial favorite in the Hour Detroit "Best of Detroit" awards, frequently cited for "Best Ice Cream" and "Best Dessert," and was featured in Crain’s Detroit Business for its exponential growth.
Economic Scalability: By creating a high-fidelity, reproducible brand system, Unsold Studio transformed a local startup into a "lifestyle" brand. This has enabled successful regional residencies at elite venues like Neiman Marcus, Ford Field during the Detroit Lions season, and a sustainable path toward future franchising.