Munchi's is an ice cream parlor chain founded in the 90s in Argentina and used to be a reference in artisanal ice cream. Over the years, the products offered in their establishments grew from just offering ice cream to presenting coffee, teas, cold beverages, snacks, and food products.
After 25 years of existence, the visual brand remains the same while everything around it has changed. Today, Munchi's feels like a brand that has stayed in the past, something particularly evident in its market share.
In this visual redesign, a completely new brand based on the history of Munchi's is proposed. A logo with custom typography and an icon representing the emblematic locations of the company were designed. A new tagline "CASA DE HELADOS" was added to differentiate it from the rest of the competition: we are much more than just an ice cream shop. Lastly, the founding year detail was added to highlight the experience.
Throughout, the goal was to create a modern and simple brand with a classic and premium feel. The childishness of the previous visual identity was set aside to make way for a demonstration of quality and excellence.
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