Visual Identity Design
When Ice-Cream
Project Background
“When” Ice-Cream values connection, inclusion, companionship, and indulgence. “When” is a yummy, relatable and light hearted product. “When” ice-cream captures the attention of our consumers, makes them feel special and seen, and provides them with aesthetically pleasing designs and creative flavours that hit the spot every, and any, time. Our mission is to connect our customers through delicious flavours and shared human experiences and re-affirm that When-ever you want ice-cream, there is always a reason to have it.
Challenge
“When” ice-cream is a new and upcoming ice-cream brand. To achieve long lasting success, the design identity should create a distinct and resonant brand experience for its customers, specifically differentiating it from competitors, focusing on brand cohesiveness and individuality, customer experience and connection, marketing, and originality. “When’s” brand system needs to be consistent in it’s messages and content so that the main idea, “Ice-cream For Every Occasion” is always at the front of our consumers minds.
Inspiration
“When” ice-cream is a delicious, amusing, relatable and blissful brand. To reflect this, a bright, pastel colour palette is utilized along with round corners and curves throughout the brands persona to resemble the soft serve ice-cream and circle of connection within our message. The mark is inspired by the brands main two themes, ice-cream and time, it resembles a clock merged with a scoop of frozen dessert to communicate our message to our consumers immediately when they see it.
Outcome
