Proper Icecream

Scope and goals

The scope of the project was to develop a rebrand for Proper Ice Cream, a luxury gourmet ice creamery serving creations that use entirely natural ingredients, 20% less sugars than standard recipes and zero additives. This brand had mastered an ice cream that was revolutionary in quality and we wanted to reflect that in the visual identity.

The logo, subtly using the R and the O to represent the scooping of ice cream, was designed with minimalism to reflect the quiet confidence of an authoritative brand. The brand palette focused on gold as the primary color to represent the gold standard the product creation the chef and owner proudly held rigidly to. The soft greenish blue, chosen for its nostalgic quality, is a nod to bringing recipes back to the basics, to natural ingredients you can trust.