Cinnabon Swirl
The Cinnamon Swirl project was an exciting collaboration bringing together the indulgent flavors of Cinnabon and Carvel into a single dessert experience. Initially conceptualized by another creative agency, the Miller Zell team was brought on to transform this imaginative concept into a practical, buildable solution suitable for franchise implementation. Through value engineering we ensured that the design maintained its original charm and appeal while optimizing it for cost-efficiency.
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Cinnabon Swirl
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Environments Designer
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Material Selection, 3D Modeling & Visualization, Documentation
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Sketchup, Photoshop, Indesign
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2022
The client provided the above images showcasing the aspirational design, which were subsequently value-engineered to meet budget constraints.
Process & Approach
Phase 1: Material Selection
The material selection process for Cinnabon Swirl was extensive. The goal was not only to match the original design intent and brand colors as closely as possible, but also to ensure every material met strict performance requirements: durability, slip resistance, ease of cleaning, and even appropriate weight-bearing ratings. To guide decision making, we organized the options into a good, better, best framework, allowing the client to clearly compare performance and aesthetics and feel confident in their final selections.
My Role
Coordination with Vendors /Ordering Samples/ Prepared Material Sample Boxes for Clients / Material Selection
Phase 2: Value Engineering Design
The incubation period of research and exploration. The information we gathered from the brief helped to inform the experience. This is a series of initial concepts that didn’t make the final cut but led us to the final activation.
My Role
Concept Design / Space Planning / 3D Modeling / Rendering
Good
One dimensional ring and one vinyl with mounted menu screens.
Better
Full dimension shroud with sunken screens flush with front surface.
Best
A floating solution similar to the original design intent, modified for cost.
Option 1
MDF fluted surround. Static menu boards, and a single red shroud highlighting the Carvel ice cream machines.
Concept 2
MDF fluted surround. Static menu boards, and a single red shroud highlighting the Carvel ice cream machines, with a small dual branded blue sign above ovens.
Concept 3
MDF fluted surround. Static menu boards, and a two shrouds highlighting both the Cinnabon ovens and the Carvel ice cream machines. Giving each franchise their own spotlight moment.
Option 2
Scaled to match the height of the checkout counter shroud across from display.
Option 3
Design playing off of seating area columns.
Design based off of “pill shaped” menu boards using rings to highlight the area and create a beacon from the store entrance.
Option 1
Scaled at height appropriate to refrigeration contained within.
Option 1
Booth seating option with surround based off of menu boards and original design intent. A very social set up designed for conversation and large groups.
Option 2
Bank seating with easy to clean plastic chairs and simple back wall design. Focal on centered light up “Swirl” sign. Square table top to break up curved in the surrounding environment.
Option 3
Designed to give the look of columns holding up the slightly dimesnional arch above. A valued engineered look that keeps original intent in tact. Round table tops and round globe lighting above.
Concept
Pick up zone, designed to look like center shroud around the order counter ice cream display. Small candle merchandizing incorporated for a one-stop shop experience.