Developing a brand identity

Increasing brand reputation as the destination of choice for high-quality ice cream

A new ice cream shop wants to establish its unique image. They want a design that feels welcoming, positive, and unique to get noticed among the competition with its delectable ice cream. To make their brand recognizable and draw in new customers, I crafted a logo, selected colors and fonts, and designed the packaging, signs, and layouts for both mobile and computer screens.

Desktop prototype

Mobile prototype

Client
Sweet Chills

Timeline
1 week

Role
Visual Designer, Product Designer

background

Sweet Chills is an artisanal ice cream shop in NYC that offers a delightful experience for everyone. They focus on using quality ingredients, making unique flavors, and creating a cozy setting. Both kids and adults will love their indulgent treats. Sweet Chills also likes to get creative by offering imaginative and special combinations. They want to make sure that people of all ages have a happy and fun time when they visit. And, Sweet Chills brings back happy memories of eating ice cream as a kid.

Brand Values and Personality

Premium Quality

Sweet Chills is committed to crafting extraordinary ice cream flavors by picking the most high-quality ingredients available.

Creativity

The brand takes pride in embracing innovation by presenting a delightful array of imaginative ice cream combinations.

Joyful Experience

Sweet Chills’ mission is to curate an ambiance brimming with joy and enchantment, catering to customers of every generation.

Nostalgia

The brand takes you back to happy memories, reminding you of the simple pleasures of childhood and the pure joy of savoring each bite of ice cream.

Target Audience

Sweet Chills is for all ice cream fans, including families, adults, and tourists. Families will enjoy the fun atmosphere and variety of flavors. Young adults will appreciate the artisanal options and nostalgic experience. Tourists will be attracted to the local and unique offerings. Sweet Chills aims to cater to a diverse customer base who love ice cream and want a memorable experience.

Competitive Analysis

I studied the visual identities of local and national ice cream shops, Ben & Jerry’s, Jeni’s, and Coolhaus, to see what makes them unique. They all have a similar style of using bright, fun colors in their branding. They also use wordmark logos with large, bold lettering that looks handmade. I kept this in mind when creating the logo for Sweet Chills because I wanted it to be eye-catching, whether you see it in your neighborhood or at the grocery store.

Moodboard

I looked at various images and designs to make a moodboard for Sweet Chills. The moodboard has logos, icons, colors, and packaging that show the brand's creative, soft, warm, and delicious identity. This is the design direction I want to take and think it fits the brand well.

Color palette

While searching for inspiration for my moodboard, I found a color scheme of white and blue that perfectly matched the brand's theme and name. To represent the word "Sweet," I decided to use a cream-white color since it reminds me of the base of popular ice cream flavors like Vanilla, which is soft and smooth. To symbolize "Chills," I chose different shades of blue, which evokes the idea of ice cream being cool, refreshing, and of the highest quality.

PRIMARY COLOR

#5784E6

BLUE ELEMENTAL

HEX: #5784E6

RGB: 87, 132, 230

CMYK: 62, 43, 0, 10

SECONDARY COLORS

RISOTTO

HEX: #F8F3EA

RGB: 248, 243, 234

CMYK: 0, 2, 6, 3

#F8F3EA

#D1E8FF

VEILING WATERFALLS

HEX:#D1E8FF

RGB: 209, 232, 255

CMYK: 18, 9, 0, 0

DOWNRIVER

HEX: #0B1957

RGB: 11, 25, 87

CMYK: 87, 71, 0, 66

#0B1957

Logo

I wanted to make an eye-catching and meaningful wordmark logo that captures the true spirit of Sweet Chills. I chose a bold and retro font called Happy Monday by Hansco as the primary font. To go with it, I used a sans serif font called Alte Haas Grotesk by Yann le Coroller. I made sure the logo was simple, easy to read, and matched the personality of Sweet Chills.

PRIMARY LOGO

LIGHT VERSION

DARK VERSION

Typography

For the overall typography, I wanted to use simple sans-serif fonts. I picked the fonts Monserrat and Rubik because they are modern and easy to read, which fits well with the brand's simplicity.

HEADING

SUB-HEADING

BODY TEXT

SIGNAGE AND PACKAGING

I created two visual representations showcasing how the brand's design elements can be incorporated into a sign and an ice cream cup. These mockups serve as potential concepts for the final product.

Landing Page

I created a landing page prototype catered to desktop and mobile devices, ensuring a seamless user experience across both platforms. By utilizing captivating visuals, I delved deeper into the essence of the brand, allowing users to immerse themselves and explore its unique identity.