This is a concept for an ice cream business by the name Slurp. The keywords given was; handcrafted, organic but not helpless and childish. I gave the logo and identity a creamy but slick look, keeping the tones down to earth, and drawing references to softice and ice cream. Two proposals was made; a rounded logo and a sharp. The rounded was chosen for the final identity.
Custom handlettered logotype. This is the initial drawing with a sharp edge.
The handlettered logotype, adjusted with a round and creamy edge, to mimic the feel of ice cream.
Logotype color test.
Logotype color and effect tests.
Final logo in positive and negative adjusted versions. Also displayed is the primary color of the identity.
To back up the identity, I chose Chaparral as the primary typography of the brand.
To backup the visual identity even more, a graphic 5th element was created.
Popsicle mockups / illustrations, and further more; packaging.
Illustration / concept for an icecream truck.