Ice Cream Branding

For this Brand Design Lab assignment, we were challenged to create a completely new ice cream flavour and develop a matching brand identity. The concept had to be based on a clearly defined target audience and a suitable brand archetype.

I created White Cinnamon Dream, a sweet and comforting ice cream concept inspired by the combination of white chocolate and cinnamon. The main challenge was to transform the flavour into a visual identity that would immediately communicate softness, indulgence and warmth. The concept was created for young adults who enjoy discovering original flavours and are attracted to visually appealing, premium products.

I chose The Innocent as the brand archetype. This archetype represents optimism, happiness, comfort and simplicity. It connects with customers through positive emotions and familiar experiences. The sweet flavour, soft colours and dreamy presentation were selected to create a sense of joy and nostalgia.

Design Process and Result

For Brand DesignLab I, I developed a completely new ice cream flavour and a matching brand identity. First, I defined a clear target audience and selected a suitable brand archetype.

I created White Cinnamon Dream, a comforting ice cream flavour inspired by white chocolate and cinnamon. Next, I translated the concept into a soft and elegant visual identity. I used pastel pink, cream and warm brown tones. These colours refer to sweetness, white chocolate and cinnamon. At the same time, they create a warm and inviting appearance.

The design needed to communicate indulgence while remaining playful and approachable. Therefore, I combined refined typography with ingredient photography and decorative details. The product name White Cinnamon Dream reinforces the dreamy and comforting personality of the flavour.

I aimed the concept at young adults who enjoy original flavours and visually appealing premium products. For the brand archetype, I chose The Innocent. This archetype represents optimism, happiness, comfort and simplicity. In addition, it connects with customers through positive emotions and familiar experiences.

Finally, I combined flavour, branding and packaging into one consistent ice cream concept. Through this project, I learned how to design for a specific target audience. I also learned how to apply a brand archetype and translate strategic choices into a recognisable visual identity.