Slurp - an ice cream identity

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  • 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.