Carvel® Marks 90th Anniversary with New Logo and Refreshed Shoppe Design

by Katie Lee

Atlanta — Carvel®, GoTo Foods’ classic ice cream brand known for The Original Soft Serve® and its iconic ice cream cakes and treats, is celebrating its 90th birthday with the introduction of a brand-new shoppe design as well as a new logo.

The first two shoppes to debut the new Carvel design recently opened in Gainesville, Fla., and in Jamaica, N.Y. The new design is driven by the brand’s commitment to modernizing and refreshing the brand while simultaneously continuing to grow the brand in both new and existing markets across the country.

“As we developed this new design, it was important to not only meet the needs of today’s consumers but also celebrate the history and nostalgia of the brand in a fresh, new way,” says Jim Salerno, chief brand officer for Carvel. “I’m confident that this update and refresh will propel the brand forward as we continue to grow our footprint across the country.”

While paying homage to its roots, the new design reveals a modern and refreshed look with subtle nods to the brand’s history. Guests will enjoy a brighter color scheme and modernized logo — with the soft-serve filled cone — and its soft serve machines front and center. Additionally, the new design features simplified menu boards located on the side of the shoppe to improve guest flow as well as a freezer in the main counter for grab-and-go novelties.

With optimized functionality and aesthetic appeal, Carvel offers flexible shoppe model options including end-caps, in-lines, urban streetside and captive audience venues. All shoppes with the new design will feature a truck mural, sharing the brand’s origin story, with a nod to Carvel’s 90th birthday. There is also local flair with the “Stay Classic” mural that is unique to each city and celebrates the neighborhoods that Carvel serves.

What started as a family-owned brand that began in the back of Tom Carvel’s ice cream truck has now become a cult classic with global recognition. Over the past 90 years, the brand has grown to over 350 locations globally. Visit for more information.

Atlanta-based platform company GoTo Foods (formerly known as Focus Brands) is a leading developer of global multi-channel foodservice brands. As of March 31, 2024, GoTo Foods, through its affiliate brands, is the franchisor and operator of more than 6,700 restaurants, cafes, ice cream shoppes and bakeries in all 50 states and over 60 countries and territories under the Auntie Anne’s®, Carvel®, Cinnabon®, Jamba®, Moe’s Southwest Grill®, McAlister’s Deli®, and Schlotzsky’s® brand names, as well as the Seattle’s Best Coffee® brand on certain military bases and in certain international markets. For more information, visit

SOURCE: GoTo Foods

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