Ice Cream Brand Identity Design for Melted Cat
Project: Melted Cat
Project Type: Ice cream brand identity and packaging design concept
Services: Brand Identity Design, Illustration, Packaging Design, Typography Design, Art Direction
Industry: Food & Beverage
Client Type: Ice cream brands, dessert brands, food startups, consumer packaged goods brands
What I Created: Logo, custom typography, character illustration, colour system, packaging design and promotional brand visuals
Key Skills: Brand storytelling, visual identity design, packaging design, character illustration, typography, art direction
Creative Approach: Developing a complete brand system around the visual and emotional qualities of melting ice cream, translating a simple product characteristic into a recognizable identity.
Melted is a playful ice cream brand concept built around the simple idea that melting is not a flaw but part of the experience. The project combines character-driven illustration, expressive typography, packaging design and visual storytelling to create a memorable brand personality.
The Challenge
The design challenge was to create a visual identity for an ice cream brand that feels distinctive, approachable and instantly recognizable. Rather than relying on conventional premium or nostalgic ice cream branding, the goal was to build a visual world that celebrates the fleeting, messy and enjoyable nature of eating ice cream.
My Approach
I approached the project by turning the melting process into the core visual idea that drives the entire identity system. The concept influenced the typography, graphic elements, packaging and illustration style, creating a cohesive brand language. A playful rabbit mascot and hand-crafted lettering were used to give the brand a recognizable personality, while bold colour contrasts help the identity stand out across physical and digital touchpoints.
The Solution
The final identity transforms a simple product characteristic into a memorable communication device. Dripping shapes, expressive lettering and character illustration work together as a consistent visual system that can be applied across packaging, promotional imagery and brand communications. The result is a brand that feels playful, energetic and easy to remember.
What I Created
- Brand identity concept
- Naming
- Logo design
- Slogan
- Custom typography
- Character illustration
- Color palette
- Packaging design
- Brand imagery and promotional visuals
My Role
Concept Development, Brand Identity Design, Illustration, Typography Design, Packaging Design and Art Direction.
Final Result
Melted presents a clear and cohesive brand personality built around a single visual idea. The identity creates a distinctive presence through character-driven storytelling, expressive branding and packaging that reinforces the playful nature of the product while remaining highly recognizable across applications.
FAQ
What type of project is Melted Cat?
Melted Cat is a food branding project that combines brand identity design, illustration, custom typography and packaging design for an ice cream concept.
What services does this project demonstrate?
The project showcases brand identity development, packaging design, character illustration, visual storytelling, typography design and art direction.
How does illustration contribute to the brand?
Illustration helps establish a distinctive brand personality and creates a recognisable visual language that extends across packaging and promotional materials.
Who could benefit from this type of design work?
Food and beverage brands, dessert companies, consumer packaged goods brands and startups looking for a memorable visual identity can benefit from this approach.
What design skills are demonstrated in this project?
The project demonstrates concept development, branding, packaging design, typography, illustration, visual systems thinking and art direction.
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