Ice cream / identity & packaging
Hulus
A natural ice cream brand with a retro script and a generous, sunlit palette.
The brief
Hulus makes natural ice cream in small batches. The identity leans into warmth and appetite: a script wordmark, a warm palette and packaging that looks like it came from a family shop, because it did.
The idea
Make appetite the identity. Hand-drawn lettering and warm colour do the selling; the system keeps it consistent.
The problem
Ice cream branding defaults to childish pastel.
The range needed to scale across flavours and formats without losing charm.
What we did
- A script-led identity system with a warm palette
- Packaging and menu applications built for appetite
- Photography rules that keep every flavour on-brand