The Challenge

To build a food brand that feels premium and mysterious while remaining playful and emotionally warm.
To reflect a family-owned, artisanal approach without losing sophistication
To design an identity that evokes the melting, fleeting pleasure of frozen indulgence.

Our Strategy

Our creative direction focused on sensory indulgence, minimalist elegance, and the hidden playfulness of design. We aimed to capture:
The moment of surprise, like uncovering a popsicle inside the letter C.
The fluidity of melting ice cream through typography and visual movement
The balance between boutique aesthetics and accessible joy.

Creative Execution

- Logo and Icon Design: The brand mark is elegant and layered with meaning. Within the minimalist typeface, the letter C subtly reveals a popsicle silhouette, symbolizing both the mystery and delight of the product. This hidden detail becomes a signature that is instantly recognizable and visually satisfying.

- Visual Language: The identity plays with cool tones, glacier-inspired textures, and sleek typography. Together, these elements evoke the freshness of ice and the warmth of indulgence, making the system adaptable for packaging, signage, and digital platforms.

- Narrative Positioning: Icicles are more than just ice cream. It is an elevated emotional treat and a story of four creators coming together to deliver a product born of passion, craft, and a shared love for popsicles.

- Tone of Voice: Playful yet polished. Every message is infused with delight, surprise, and gratitude for the ice cream community. The tone welcomes all lovers of frozen moments with expressions such as:
"We appreciate all ice cream lovers."
"Spectacular happiness, one popsicle at a time."

The Result

Icicles emerges as a premium and emotionally engaging frozen dessert brand, distinguished by a refined visual identity and a subtle but powerful sense of storytelling. It is not just about ice cream. It is about melting moments, hidden joy, and lasting brand connection through design.