Mellow Ice Cream
As the brand designer, my role was to help the founder of Mellow Ice Cream turn an ambitious idea into a real, retail-ready brand.
Mellow wasn’t just another dessert, it was a CBD/THC-infused ice cream, meant to feel indulgent, approachable, and premium at the same time. The challenge was clear: how do you create a brand that communicates both joy and trust, especially in a space where customers are cautious about trying something new?
I built a bright pastel-driven palette that feels fresh, modern, and stands apart on shelves without leaning too childish. The balance of soft tones and bold accents gave the brand both friendliness and confidence.
For type, I paired a script, approachable font for headlines with a clean open sans for supporting text. The combination keeps the voice playful but legible across packaging, menus, and digital touchpoints.
The logo was designed to feel simple, bold, and memorable, something you could spot across a crowded freezer aisle. Its rounded form connects directly with the smoothness of ice cream scoops while still feeling strong enough to carry the brand into digital and retail environments.
I extended this into a flexible visual system: bold color blocks, playful iconography, and a tone of voice that feels light and fun. Every element worked together to build a personality that customers want to consume and engage with.
Packaging became the hero. Each flavor was expressed with its own color cue and playful graphic detail, making it easy for customers to grab their favorite at a glance.
The system was designed to scale as more flavors launch, maintaining consistency while keeping discovery exciting. I also ensured that packaging worked in both print and digital, so the same assets could live seamlessly in e-commerce or marketing campaigns.
In just a few weeks, Mellow moved from an idea to a retail-ready CBD/THC ice cream brand with a full identity system and packaging line.
Packaging that stands out against established competitors.
A scalable design system ready for new flavors and campaigns.
A brand voice that feels as joyful as the product itself.
Mellow isn’t just ice cream. It’s a small brand with the tools to play big.
— Jesse Bride
Founder @ Mellow Ice Cream
