ICED CREAM ^(branding)

Creating a comprehensive brand identity for a new product in a specific market

For a studio project, I was tasked with creating a comprehensive brand identity for a new product in a specific market, requiring in-depth brand space analysis, iterative design of logos and typefaces, and development of contextual mockups, all aimed at delivering a cohesive and impactful visual brand strategy.

CONTRIBUTIONS

Market Research
UX Design
Typographic Exploration
Visual Branding

Conducted brand Space Analysis: Researched and analyzed 10-15 brands within the chosen space, identifying themes and opportunities through semiotic analysis.

Developed Visual Identity: Created and iterated on logo marks, wordmarks, and type pairings, choosing appropriate primary and secondary typefaces.

Produced Contextual Mockups: Designed and presented mockups of the product in various contexts, showcasing the practical application of the visual identity.

DELIVERABLES

Brand space analysis

10 Type pairings  
Logo sketches
Final presentation

DURATION

6 weeks

Extensive exploration of existing ice cream brands, understanding their visual language, and conducting a semiotic analysis to identify common themes and areas of opportunity.

The semiotic brand analysis identified traditional, diminishing, and innovative themes within existing ice cream brands, revealing white spaces for the minimalist brand to uniquely position itself in the market.

Physically, the brand extends into tangible experiences such as packaging design, merchandise, and on-site observations at grocery stores. The analysis delves into the unique environmental qualities and user experiences within specific stores, catering to diverse consumer demographics.

The logo design process for the ice cream brand involved a series of rapid iterations to explore diverse visual concepts. The final iterations, presented in mid- to high-fidelity, demonstrate a commitment to rapid and robust exploration in search of the most compelling visual identity.

FINAL DESIGNS ^{(+ reflections)}

VISUAL IDENTITY

In crafting the final deliverable for the minimalist ice cream brand project, the distinctive visual identity revolves around the use of Aqum Two—a rounded, modern sans serif geometric display font.

TYPOGRAPHY

REFLECTION

Through this project, I learned the intricate balance, research, and design process required to convey sustainability and minimalism within a brand identity. 

The importance of each design element and its impact on the overall perception of the brand became evident

The semiotic analysis provided valuable insights into visual communication strategies within the ice cream space, guiding the creation of a brand that stands out in a crowded market.