Client
Mellow IceCream
Overview
Mellow Ice Cream, co-founded in 2019 by entrepreneurs Jesse Bride and Enrique Gonzalez, sought to establish a distinctive brand identity in the competitive ice cream market. They required a cohesive visual identity, packaging and website that would resonate with consumers and set them apart from competitors.
Client
Mellow IceCream
Industry
Food & Beverages
Service
Brand Identity
Visual Design
Packaging Design
Figma
Duration
8 Weeks
The Challenge
Mellow Ice Cream faced a unique branding challenge—their products were CBD- and THC-infused, requiring a balance between fun, indulgence, and compliance. Unlike traditional ice cream brands, they needed an identity that was playful yet sophisticated, while navigating industry regulations. To achieve this, we collaborated closely, brainstorming and refining multiple brand directions. Through strategy sessions and creative exploration, we landed on a bold, vibrant identity that not only stood out on shelves but also communicated the brand’s unique fusion of flavor, relaxation, and elevated experiences.
The Solution
Over the course of four years (2019-2023), I collaborated closely with Mellow Ice Cream to craft a distinctive and cohesive brand identity. This encompassed designing the logo, selecting brand colors and typography, and creating detailed brand guidelines. I developed various marketing materials, such as letterheads, invoices, business cards, and packaging designs for products including ice pops, sauce packets, and cigar boxes. Additionally, I designed food truck banners, apparel, and even ashtrays to enhance brand visibility. The project culminated in the design and development of an engaging, user-friendly website that effectively showcased Mellow Ice Cream's offerings.
The Result
The comprehensive branding strategy significantly bolstered Mellow Ice Cream's market presence, leading to increased brand recognition and customer engagement. Notably, the packaging design received the prestigious Best Packaging Design award from DesignRush in 2024, highlighting the success of the collaborative effort in creating an impactful and appealing brand identity.
