Mr Cooper is an an ice-cream start-up specialising in alcoholic and gourmet flavours. The company’s frozen fancies are “strictly for grown-ups” and they needed a distinctive identity and tone of voice to match their unconventional new brand.
“From a verbal point of view the brand is going to use a series of interesting copy lines, such as ‘never vanilla’, ‘ice-cream for grown-ups’ and ‘ice-cream but naughtier’. Visually, after presenting a number of initial designs we agreed on the thought of a typographic ‘lipstick’ mark.
“Our challenge was to craft an intriguing hand-lettered mark utilising both positive and negative space to spell out the brand name and the words ‘ice cream’ within the lip shape.”
Pulling that off is no mean feat. Senior designer Kath Tudball shared the design development in the video below.
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