Located in the heart of The Hague lies Piet, an ice cream laboratory using only the finest organic ingredients and a knack for crafting tasty combinations. Drawing inspiration from the legendary Piet Hein, a famous Danish poet, designer, inventor and scientist of the 20th century, this ice cream store emporium seeks to marry the artistry of flavor with the precision of scientific innovation behind ice cream making.

Cristophe and Alon, owners and creators of this concept are both intrepid explorers of the world and have been residents of multiple countries. With each journey, they have returned not only with new ideas of distant lands, but also with a treasure trove of ice cream inspiration, each flavor a delightful memento of their adventures abroad.

In crafting the visual identity of Piet, our aim was to capture the essence of this vibrant and eclectic space. Quirky illustrations and contemporary colours adorn every corner, reflecting the playful spirit of experimentation that defines Piet’s approach in ice-cream making. Typography plays a crucial role in the visual identity as well. Blocky, handwritten fonts add a visual texture and tactile quality while the bold sans serif pay homage to the “grooks” (short poems of Piet Hein) that are prominent throughout the brand.

The architectural graphics as well as the applications, such us the menu boards, are designed to be simple, unpretentious and easy to navigate. The overall essence has a nostalgic charm while remaining modern and creates a welcoming ambiance that is a fun and relaxed.

Piet invites us to embark on a culinary journey like no other and to discover with each spoonful a world of flavor and imagination.