Custom EPS Foam Signage for Mullen’s Dairy Bar in Watertown, Wisconsin

This custom foam sign was created for Mullen’s Dairy Bar in Watertown, Wisconsin as part of a featured merchandise and apparel display wall. The design was inspired by Mullen’s original vintage storefront signage displayed on Main Street, paying tribute to the restaurant’s long-standing presence and early 1900s origins.

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Hand-crafted from EPS foam, the sign was carefully sculpted, coated, and finished to achieve an aged, concrete-like texture, giving it both visual weight and historical character. Designed specifically for the merchandise area, the piece serves as a focal point that immediately draws attention as customers enter to order their favorite ice cream treats or classic burgers. Installation was completed on-site with the help of a few trusted hands to ensure proper placement and scale within the space.

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The iconic smiley face element was also hand-painted and intentionally weathered to maintain authenticity and align with the brand’s nostalgic aesthetic. The finished sign blends seamlessly with the environment, reinforcing Mullen’s heritage while enhancing the overall in-store experience through custom signage, environmental design, and dimensional branding.

​This project is also featured in the Hotwire Foam Factory Gallery (below), recognizing the creative use of foam fabrication in a business setting.