A Fresh Take on Tradition
We partnered with DFA to modernize a midwest darling in a frozen case.
Capabilities
PORTFOLIO ARCHITECTURE
DESIGN STRATEGY
PACKAGE DESIGN
BRAND WORLD ASSETS
Challenge
Kemps has been bringing “Good Comes Around” to families for more than a century, but it's frozen dessert portfolio had grown into a collection of independently designed product lines with little visual consistency. As consumers gravitated toward more modern, premium brands, Kemps saw an opportunity to rethink its ice cream portfolio with a unified design system that would create stronger shelf presence, improve shopability, and appeal to a younger generation.
At the same time, the Simply Crafted line faced a more pressing challenge. Built around a clean-label, fewer-ingredients proposition, the line was losing relevance as consumers increasingly sought indulgent flavors, premium ingredients, and elevated recipes.
Action Taken
DuPuis partnered with Kemps to develop a broader design strategy for its frozen dessert portfolio. We created a scalable design system that unified the portfolio while allowing each product line to keep its own personality. A clean, modern visual language, featuring illustrations inspired by Kemps’ farming heritage, refined typography, and elevated product photography, gave the portfolio a more cohesive and premium look while making it easier for shoppers to navigate.
The biggest transformation came with the reinvention of Simply Crafted as Kemps Crafted. In response to changing consumer preferences, we repositioned the line around premium craftsmanship and indulgence, introducing a bold new identity centered around a signature golden spoon that became a visual symbol of a more premium ice cream experience.
Results
The refreshed portfolio launched at retail in late 2025, bringing a cohesive, modern identity to the Kemps frozen dessert portfolio. The reinvention of Kemps Crafted helped expand distribution for the premium line, and the portfolio design system was recognized with a 2026 GDUSA American Package Design Award.
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