ChillBilly's is a destination ice cream shop with a western-style cowboy theme. The shop revolves around two story characters: Chill Billy and Bad Butterfield.
Primary Logo
Secondary Logo
Story Characters & Purpose:
Chill Billy is the protagonist of the ChillBilly's story, a laid-back ice cream vendor who serves up your average ice cream flavors and toppings. His name stems from combining the cowboy slang "hillbilly" with an ice cream adjective. His name is also a nod to the popular cowboy figure: Billy the Kid.
Bad Butterfield, the antagonist, serves alcohol infused sundaes and milkshakes to 21+ customers only. He has the personality of a mad scientist, inspired by popular cartoon villains such as Boris Badenov (The Adventures of Rocky and Bullwinkle and Friends), Dick Dastardly (Wacky Races), and Reality (South Park).
Target Audience:
- Teens and young adults, Generation Z.
- Dessert goers looking for a wacky and creative experience.
- Parents, grandparents, and coaches wanting to put on an event or party to celebrate.
Locations & Catering
ChillBilly's provides a unique experience for customers through its story telling. Each visual element is designed to strengthen the story of the two characters.
For catering, ice cream flavors and their respective cartons are specially titled, decorated, and delivered using the cowboy theme.
Rough interior design illustrations show the saloon-like stores. The employee dress code consists of cowboy hats, sheriff stars, and custom waffle cone vests. Illustrated character stickers act as leave-behinds.
To view a full PDF of my progress book with research and analysis, click here.