Ice cream as a way to express who you are and how you feel

Challenge & Approach
The modern ice cream market is packed with products that mostly compete on flavor.

But the usual categories don’t make much of an impact anymore — “chocolate” or “vanilla” just isn’t enough. More and more, people choose products as a way to express themselves, and brands are looking for new ways to connect emotionally with their audience.

Our task was to create a brand concept that doesn’t appeal to rational flavor choice, but to a person’s emotional state. The goal? Turn ice cream into a way to express who you are and how you feel.

Idea and Name
We ditched the usual “chocolate, vanilla, or strawberry” approach and went for something new: ice cream as a reflection of emotions.

That’s how The MOOD line was born — ice cream that understands you. No need to choose between strawberry or pistachio — just choose how you feel. Each flavor is like an emotion in a spoonful.

Instead of picking a flavor, people pick what resonates with them here and now. This turns buying ice cream into a personal ritual and makes the brand more engaging and memorable.

Design
We built a visual language using color, typography, and minimalist icons.

Every element has a role: color sets the emotional tone, the font gives character, and the icons act as simple but expressive symbols of your inner state.

Together, they form a system where the packaging doesn’t just stand out on the shelf — it instantly communicates the mood inside. The system is also easy to scale with new emotional states while keeping the brand cohesive and instantly recognizable.