Congelado is a brand of natural Mexican ice cream with exotic flavor combinations designed to delight and inspire new experiences. The ice cream is made from a blend of various fruits, sometimes with spicy spices, making the dessert spicier, more memorable, and more distinctive. It’s also sugar-free, making it ideal for maintaining a healthy diet.

The brand’s primary mission is to introduce vibrant and unusual changes to people’s diets and to introduce consumers to foreign cuisines. The brand offers unusual yet truly captivating flavors such as strawberry-cactus, lemon-chili-salt, and many others.

The brand’s character is a blend of sharp energy and friendly, colorful openness, with its core values being culture, human curiosity, the desire for new discoveries, and the quality of the product. The jester and the explorer are the brand’s archetypes, as they best capture its essence.

The brand identity is based on cheerful characters: ice cream bandits with recognizable Mexican mustaches and distinctive hats that reference the country’s culture. The characters also carry their own revolvers, which fire not standard bullets but various fruits and spices, which are also reflected in the media. The typography for this brand identity was inspired by vintage Victorian-style wanted posters for bandits.

The color palette for the Congelado brand identity consists of bright colors (yellow, orange, and purple), which evoke strong associations with the hot, colorful, and joyful Mexico and also convey the juicy fruity flavors of the ice cream.