Carvel is nearly halfway through a reimaging and rebranding program that freshens not only its stores but its logo. The new logo highlights the brand’s "handmade" products in the slogan as well as an updated look for its mascot.

Fudgie the Whale is intended to demonstrate the fun attitude of Carvel. The mascot’s redesign adds hands to evoke the company’s "handmade" positioning.

Carvel launched a reimaging program for its ice cream shoppes in December 2009. The company has completed about 200, with about 300 still to go. The goal is to give each store a fresh look that embodies nostalgia for the brand.

As part of the reimaging program, the company also has launched its Clutter Buster Program. The goal of that initiative is to create neat, uncluttered stores featuring the brand's new point-of-purchase materials.

The company also is using a "Cup & Cone" kiosk that can serve ice cream cups, cones and shakes from a small space as well as an express model that offers more Carvel products. Shown here, a co-branded Moe’s Southwest Grill location&#46

New product initiatives include Oreo Lil’ Rounders, introduced in August 2009, and Low Fat Ice Cream and, shown here, Carvel Flavor Shotz, both launched this spring. The cup demonstrates Carvel’s new packaging and updated logo.

The new Carvel Flavor Shotz - 12 new "shotz" of flavor that can top or blend into an ice cream treat — will be featured as a special shake component to be launched this summer.

Carvel also has developed new cake designs, including several 3-D options such as this butterfly.

Carvel is testing several new product lines, including chocolate candy and bakery items.

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Carvel is celebrating its reimaged store designs and its new Low Fat Ice Cream with an ice cream giveaway April 29, 2010. Customers will receive one 3.5 cup of Low Fat Ice Cream topped with Carvel's new Flavor Shotz.