We recently had the good fortune to work with an old friend on branding his new ice cream shop. He wasn’t so sure about this “branding” we spoke of, but he knew exactly who he was and what his shop would be. Simple, honest ice cream. Nothing fancy. Always delicious. Which was good enough for us.
Portlanders, in all their infinite, artisanal, farm-to-food truck wisdom can find new, exciting gastronomic experiences all the time, but what’s missing are the sensible ones. Dropping $20 on ice cream for a family of four – not sensible.
Let’s not forget people, this is ice cream. Sugar. Milk. Ice. Really hard to fuck up. And while Dairy Hill does in fact put out a creamy, delicious product (try the ice cream sandwich), the goal was never to reinvent ice cream, but rather, to remind us of what the ice cream experience is all about. A welcome respite from a sweltering summer afternoon. A little-league champs’ celebration. A random Tuesday night treat for the whole family.
And that’s exactly what Dairy Hill became. Your friendly neighborhood scoop shop.