Creating Our Mascots While the Brand Was Taking Shape

How our mascots became part of the foundation

I wanted a character that looked like an ice cream sandwich. This was my first mascot.

One mascot didn't feel right, so I added a strawberry shortcake character.

Once we landed on the name We All Scream Ice Cream, everything started moving quickly.

The name gave us direction. From there, we chose our colors — a fun mint green paired with pink — and that combination immediately set the tone for the brand. It was playful, fresh, and different from the traditional pink-and-blue ice cream trucks we kept seeing.

As the colors came together, the brand started to feel alive — but it still felt like something was missing.

That’s when the idea for mascots came in.

The mascots were created early on, right alongside the logo design process. Before the logo was finalized and long before the wrap was designed, we knew we wanted characters that matched the personality of the name. Something fun, familiar, and instantly recognizable.

One mascot was inspired by a classic ice cream sandwich — simple, timeless, and loved by just about everyone. It felt like the perfect fit for a brand built around nostalgia and shared experiences.

But one character didn’t feel like enough.

So we added a second mascot inspired by a strawberry shortcake ice cream bar. Bright, playful, and full of personality, it balanced the brand and added even more energy to the overall look and feel.

Creating the mascots at this stage helped guide everything that came next. Their personalities, colors, and style influenced how the logo came together and how the brand would eventually look on the truck. They weren’t an afterthought — they were part of the foundation.

By the time the logo was finalized, the mascots already felt like they belonged. And when the wrap was designed, they naturally became part of the story rolling down the street.

We wanted people to see them and smile.

To recognize them from a distance.

To associate them with fun, ice cream, and happy moments.

That’s when We All Scream Ice Cream stopped feeling like just a business idea and started feeling like a brand with personality.