Primo Ice Cream Identity
Challenge
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Create a fresh, seriously, unserious ice cream brand and shop that is differentiated through design and a welcoming tone. The primary challenge is creating a brand and space where kids love to take their parents, and parents love for date night.
Solution
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The solution for primo strikes a balance between a clean, refined design and a less-than-serious take on ice cream. It adopts a lowbrow streetwear aesthetic but feels considered. The color palette and illustration style are welcoming and positive and connect to the brand's playful side, embodying the seriously unserious tone and strategy.
Creative north star
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Lean into a street, lowbrow, and neo-retro aesthetic with a modern design sensibility. It should feel like a not-too-cool place to be, welcoming to all.
Purpose
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At primo, we love ice cream and derive meaning from quality and positivity, and I guess you’d call us artisanal. We pride ourselves on being the seriously unserious ice cream brand that takes a tastefully lowbrow approach to design and flavors, valuing quality over quantity. Even if you don’t love ice cream, you get the appeal, and it’s one of those simple things in life that makes you slow down. Seriously, no one wants a brain freeze.
Role
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Freelance
Design / Creative direction
Brand identity
Logo design
System development
Copywriting
