Client Overview: Sonny's Shaved Ice is a new shaved ice brand based in Alabama, founded by Brenton and Briana. They came to me for brand development and strategy to help them stand out in a crowded market filled with ice cream shops, dessert trucks, and other sweet treat spots.

‍Challenges: In Alabama, cold treats are everywhere. Brenton and Briana didn’t just want to be another shaved ice stand—they wanted to build a brand that fostered community, fun, and connection. They envisioned Sonny's as more than a transaction; they wanted it to be an experience.

‍Our Approach: Through collaborative brand strategy sessions, we uncovered Sonny's true identity—not just visually, but emotionally. We explored the feeling they wanted customers to have when visiting: adventure, and community

‍The Strategy: We positioned Sonny's as the kickoff or capstone to your adventure—not just a quick stop at a roadside shack, but a place where families could create lasting memories. The guiding idea became “Part of Your Adventure”, which Brenton and Briana now use to inform every decision they make.
Examples include:
- A streamlined menu so kids don’t get overwhelmed and can focus on the fun.
- Using their children’s artwork for flavor illustrations, adding heart and authenticity.
- Reinvesting revenue to expand the brand experience beyond just shaved ice.

‍Impact: With a clear brand strategy and a playful, memorable visual identity, Sonny's launched successfully into the Alabama market—building not just a customer base, but a community.