On the Grid : Tastee Freez

"The American dream is alive and well, although it is seasonal. Open only during the summer, Tastee Freez is the neighborhood respite serving the coolest treats on the hottest days. This is not a contemporary spin on a classic with a pseudo-sexy geometric logo made of hexagons and an army of winking icons. Here we have the pater familias—dipped cones and frozen bananas, a mix-match of ultra-vernacular lettering, ample hopscotch space near the picnic tables, and both dairy- and ice-based treats with every topping, flavor or combination imaginable. But order quick—the line can be long, the youths impatient. If you're in the mood for blue raspberry-flavored esoteric delights, go off the menu and ask for a Snow Storm." - Firebelly Design