Idea
Fatbaby Ice Cream provides the purest ice cream that without any artificial additives in it. In order to show the pureness of FBIC, the brand mnemonics and design are adopted from the visual concept of the ‘Periodic Table of Element’. The elements that build up Fatbaby Ice Cream are just like the periodic table elements, as they are the most basic and purest elements.
SMP
The Purest Ice Cream
Brand's Promise
The “Pure Formula” is the main element that makes Fatbaby Ice Cream so good, this formula consists of purenees, pure heart, pure ingredient and additives free.
Visual Elements
Brand mnemonics are based on the visual concept of the Periodic Table of Element.
It is an interesting approach of combining Science elements onto food branding. Linking seemingly unrelated things in order to forge a new unexpected outcome.
Logo
Combining a love shape and droplet together to form a shape of ice cream. The intersection between the love and droplet forms a leaf, which brings out the idea of pureness of FBIC.
The arrangement and size of the logotype is referred to the arrangement of the Chemistry elements found in periodic table.
Poster
Fatbaby Ice Cream is created by applying the PURE FORMULA into the making process, which is the addition of pure heart with additives free ingredients in order to enhance the pureness of ice cream.
Loyalty Card
Front: Logo is applied and arranged with other square boxes to make the layout more intersting.
Back: Based on the Periodic Table of Chemistry, the PURE ELEMENTS of Fatbaby Ice Cream are arranged similarly to the layout of periodic table.
Packaging
Pint wrapper and cup wrapper.
Apron
Emphasised the PURE FORMULA is the only thing that makes Fatbaby Ice cream so good.
Environment Application
Food truck is now a trend in KL whereby the restaurant or cafe can promote their brand in a mobile way.
SMP printed on the top and logo printed on the body.
Menu and PURE FORMULA is applied below the windows, customers can order and pick up ice cream through the windows.
Digital Application
GIF animation on the homepage of the FBIC’s website.
Animation of the PURE ELEMENTS in each square boxes, they will appear in motion on the home page of Fatbaby Ice Cream’s website. The layout design is refered to the layout arrangement of Periodic Table. The elements from PURE FORMULA will move first, after that followed by the BASE INGREDIENTS and PURE FLAVORS.
