The Ice Cream Problem: A Type-Driven Design
"The Ice Cream Problem" presented a classic branding challenge: to create a compelling, type-driven identity for a gelato company from the ground up. The goal was to develop a brand that felt both authentic and contemporary, capable of standing out in a crowded marketplace.
Problem?
The core challenge was balancing traditional Italian heritage with modern consumer values. How could the brand evoke the warmth and craftsmanship of classic Italian gelaterias while also appealing to today's demand for organic, plant-based, and sophisticated products? The initial struggle was defining the target audience—oscillating between upscale elegance and family-oriented authenticity.
Solution?
The solution was found in a carefully curated typographic system. I selected fonts that each tell a part of the brand's story: Copperplate Gothic for its refined structure, Barbra for its modern-retro playfulness, and Amoresa for a hand-crafted ampersand that adds a touch of artisanal charm. This combination successfully bridges the gap between classic and contemporary.
The colour palette was chosen with intention—army green to signify organic purity, and vibrant, flavour-specific colours to highlight the freshness and richness of the ingredients like Limone & Lime and Cacau & Mandoria. The final design embraces a slight imperfection in the hand-rendered strokes, which ultimately reinforced the authentic, artisanal quality of the brand.
Tools
This identity was developed through extensive typographic exploration using Adobe Fonts. The initial concepts, layout, and visual iterations were crafted in Figma, while the final presentation and asset compilation were polished using Canva.
Project Details
Project: The Ice Cream Problem - Brand Identity
My Role:
Brand Strategist
Visual Identity Designer
Key Skills Demonstrated:
Typographic Systems & Pairing
Brand Strategy & Value Definition
Art Direction & Colour Theory
Packaging Design
Software Used:
Adobe Fonts
Figma
Canva
Brand Values:
Classic Italian, Modern Twist
Organic & Plant-Based
Sophisticated & Playful
Artisanal Craftsmanship