Friendly’s is a restaurant chain that focuses on classic American diner dishes, with ice cream as the main event. This is a place I grew up loving as a child. Since those early years, the brand has mostly remained the same, with only slight upgrades. I decided to give Friendly’s a complete makeover, turning its retro 50’s, classic diner aesthetic into a contemporary ice cream cafe.
Instead of Friendly's being geared towards families and younger kids, I wanted to attract a young adult/teen audience. I achieved this by making the ice cream selection more artisan and upscale, while still embracing the whimsical, offbeat energy of a fun ice cream shop with unconventional offerings.