HotFridge was an interesting name and it was too inviting not to create something that was both 'hot' and 'cold' simultaneously. This was a very difficult balancing act to avoid falling into the very obvious. The breakthrough was reached upon the observation that the shape of ice cream and it's cone were similar to a flame and it's torch. The combination of the two developed into a flaming ice cream, reminiscent of a Heston Blumenthal dessert.
The vibrant colour scheme was then carried through the website, with each page utilising a different colour from the logo gradient. This was designed to reflect the elcectic variety of their musical output whilst also creating high impact.