Arbella Ice Creamery – A Family Brand Repositioned

Adam & Sarah Hawkes came to us wanting to evolve Adam’s parents’ legacy (Eric and Deb’s Homemade Ice Cream, a Coffs Harbour institution for 30 years) into something new, while keeping the heart and soul of what they’d built intact.

Enter Arballa – named after the family’s nostalgic boat. We Are Coast was tasked with bringing this new chapter to life through a complete rebrand, from naming to launch.

How we help.

Naming Workshop & Visual Rebrand

The naming workshop was about more than finding a catchy name, it was about finding the right bridge between past and future. Arballa emerged as the perfect fit – deeply personal to Adam’s family, rooted in nostalgia, yet fresh enough to signal a new era.

From there, we developed a complete brand identity that respected the legacy of Eric and Deb’s while giving Arballa its own distinct voice. We crafted a visual system that felt warm, welcoming, and unmistakably family-oriented… balancing heritage with a modern edge!

The new visual identity is versatile with a cleverly created brand element – The Arbella ‘A’ which can be flipped into an ice cream cone!

Graphic & Merch Design

With the brand identity in place, we brought Arballa to life through hand-drawn t-shirt designs to show their Coffs Marina location and retail in-store. We also created signage for their space, a full suite of graphic collateral, and worked with Adam to design a custom laser-cut entry tile.

Launch Strategy

Next Coast Marcomms Specialist Lauren and Creative Director Jena developed a comprehensive launch strategy that communicates Arballa as the next chapter.

The strategy gave Adam and Sarah a clear roadmap for the critical first few weeks: pre-launch content, launch-day activations, and post-launch to connect the dots between Eric and Deb’s and Arballa. We made sure the community understood that while the name was new, the heart, care, and quality they’d come to love over 35 years were still very much there.

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