Carvel Ice Cream Cakes has launched a fresh new look to make everyday moments more special. The update from I Love Ice Cream Cakes (ILICC) features colorful packaging and a redesigned logo. The refreshed look also features a tagline that captures the brand’s playful spirit for a new generation of fans.
I Love Ice Cream Cakes Gives Packaging Makeover to Carvel
Carvel was founded in 1934 and is one of the United States’ first retail ice cream franchises. It is known for premium soft-serve ice cream and hand-dipped products, including uniquely shaped ice cream cakes. The brand has 390 locations across 16 countries as of June 30, 2025.
According to a PR Newswire report, the redesign was led by I Love Ice Cream Cakes (ILICC), a Rich Products division that produces Carvel’s Original Ice Cream Cake and licensed offerings.
In a statement, Kim Mrowczynski, brand marketing manager for Rich Products’ Ice Cream Cakes division, said the design reflects Carvel’s sense of fun.
“We believe that what we’ve come up with conveys the spirit of Carvel founder Tom Carvel—Mr. Carvel himself—who always had fun in mind when it came to work,” Mrowczynski said. “We’re proud to bring that playful energy to a new generation of ice cream cake lovers.”
Brighter, Bolder, and Modern Packaging
The redesign blends Carvel’s classic heritage with a modern, bold look, adding pops of yellow and playful graphics alongside the brand’s signature red and blue.
The brand’s updated logo features a “V” shaped like a soft-serve cone, along with the new tagline, “The Original Ice Cream Cake”. The tagline highlights the brand’s place in dessert history and the community’s affection for it.
The lineup also includes Cookie Dough Cake, Double Crunch Ice Cream Cake, and a range of seasonal designs.
The refreshed packaging and branding aim to bring Carvel’s playful, celebratory spirit to more consumers while maintaining its long-standing legacy in ice cream innovation.
