Art direction / ice cream
Mellow
Ice cream branding with the calm confidence of a much bigger label.
The brief
Mellow is a small-batch ice cream brand. We treated it like a lifestyle label: soft colour, generous type, no cartoon shouting.
The idea
Sell the pause. This brand is less about childhood nostalgia and more about the moment you take the scoop.
The problem
Ice cream brands lean hard on whimsy.
The range had to grow across flavours and formats.
What we did
- A calm identity with a flexible flavour system
- Apparel and lifestyle applications that widen the brand
- Photography and layout rules that survive any flavour mix
