We honed in on a fun and playful chunky script we customized that has some 70s flare to it. After the initial directions were presented we knew some added drip elements would add great character to the typography and introduce a fun idea to constantly go back to.

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The final concept below was just an evolution of one of our first ideas we pitched, we just utilized that fantastic color palette from concept two and dialed it in just right. Naturally the next step was developing a mascot that we illustrated and introduced into multiple touch points like flyers and smaller signage (that sad version on the closed sign is a particular favorite). We love the fun and playful nature of how everything rolled-up into the cup so nicely.

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*Sorry not sorry for the puns*

Below are two of the initial concepts that we pitched for the brand. We wanted to create an aesthetic that was vibrant, kinetic, and reminiscent of ice cream and soda shops of the 60s. Overall, we were thoroughly happy with all three of the concepts we pitched, and loved getting the opporunity to give this brand life.