Ice cream store dynamic identity
Lodo is a fictional ice cream store, serving as the base for my Masters in Visual Communication project in dynamic visual identity. The focus was on innovative approaches to branding. The design is the result of the study of user interaction (a current trend in marketing) and its application in visual identity elements such as the logo.
The brand offers premium ice cream, fully natural with locally sourced ingredients. The store allows customers to create their own flavours by combining the available ingredients. The aim is to communicate this customer influence on the product threw the visuals and have them (in a controlled way) adjust the identity. The result is a base logotype and a set of graphic elements (flavours), all based on the same primary grid, designed to resemble the structure of ice. As the user chooses his flavour combination, the corresponding icons are applied to the main logo, creating a new and unique result.
An identity guide has been created as a set of guidelines for the application.
MA Visual Communication, project received First-class with distinction.