Valhalla Ice Cream

Valhalla Ice Cream had outgrown their website. Seven years on, it no longer reflected the brand they’d built.

The client

Valhalla Ice Cream is a Tasmanian ice cream brand with a loyal following built on bold flavours and a strong visual identity. They stock through cafes and retailers across Tasmania, with a growing presence in Victoria. The product has always had personality. By late 2025, the website didn’t.

The challenge

The old site had served its purpose, but it had drifted. The design felt generic, the UI had friction, and it no longer matched the warmth or distinctiveness of the Valhalla brand. Beyond the visuals, there was a practical gap: stockists had no way to place wholesale orders online. They were ordering supplies through other channels, which meant extra work for everyone.

The brief was led by the visual overhaul. Getting the site to feel like Valhalla again was the priority. The wholesale ordering system was added as the project developed, and it turned out to be one of the more technically interesting parts of the build.

What was built

A custom WordPress theme built from the brand up

Charlie Bravo Design handled the look and feel. The design system they produced had clear personality, and the job was to bring it to life on the web without losing anything in translation. The result is a custom WordPress theme built specifically for Valhalla, including typography, palette, layout, and component design that feels considered rather than assembled.

The homepage uses full-page scroll sections, each dedicated to a product line. As you move through them, ingredient imagery animates into place, chocolate chips, vanilla beans, mint leaves, caramel, arranged into compositions that match what’s being described. The animations were built from scratch using GSAP (a JavaScript animation library). The number and complexity of them across multiple layers of imagery meant a bespoke keyframe animation tool was built specifically for this project, essentially a timeline editor for layered image sequences. It let the animations be composed properly rather than approximated.

Wholesale ordering and a smarter stockist map

The wholesale ordering form is built for Valhalla’s stockists, the cafe owners and retailers who replenish their supplies. It’s designed as a mobile-first experience, since most of those users are placing orders from a phone, and it feeds directly into Valhalla’s internal system.

The stockist map got a significant upgrade too. The new version is larger, more interactive, and updates its list of locations as you move around the map. Behind it is a custom data import system: Valhalla can send through a spreadsheet of current stockists, and the import handles everything, adding new locations, deactivating old ones, and geocoding addresses so the map knows exactly where to place each pin. It’s designed so the map stays current without needing a developer every time something changes.

The result

The client’s response has been clear: they love it. The site now reflects what Valhalla actually is, a brand with genuine character, a strong product, and a growing audience. The wholesale ordering system has brought stockist management online for the first time, and the stockist map gives customers across Tasmania and Victoria a fast way to find where to buy.