Senior Capstone: Brand Design and Management 

Business: Swirl

For my project, we created a small business to be located in Downtown Ithaca Commons in Ithaca, NY. Swirl is an ice cream shop turned speakeasy after hours to appeal to locals and college students. During the day, ice cream can be twisted with any of your favorite childhood treats. After 8pm, Ice cream is infused with alcohol and treats to create a sweet and tipsy experience for those 21+.   

Brand Philosophy: 

Swirl aims to create an open and welcoming space for all; to uphold a community where it is encouraged to use creativity and challenge one’s imagination. We want customers to have a place to explore their sweetest desires, with a twist. We hope to materialize consumers desires in our immersive dream space. 

Brand Promise:

Swirl promises to offer an exclusive experience for each individual dreamer. We are committed to expanding the boundaries on a classic frozen dessert; the possibilities are limitless. We will provide only the best through locally sourced dairy products and high quality toppings Daily, we look for a divergent take on the favorite childhood treat. Nightly, we offer a boozy spin. Each twisty swirl is welcomed with an awaiting spoon.

Tone & Voice:

The voice and tone at Swirl is bold, confident, and innovative. Our shop location embodies aesthetics of the picturesque; our chic style distinguishes us from the traditional. This enriches each individual’s experience.