SCOPE OF WORK:
Tone of Voice, Illustrations Styles, Typography, Color, Art Direction, Packaging, Asset Suite, Social Templates
Tone of Voice, Illustrations Styles, Typography, Color, Art Direction, Packaging, Asset Suite, Social Templates
RECOGNITION:
︎︎︎ $1M in SEED funding post launch of our video and campaign
︎︎︎ $1M in SEED funding post launch of our video and campaign
Launching a DTC ice cream brand worthy of a second date 🍦
Alec Joffe had been an ice cream connoisseur his whole life. It was his moment to make his dream a reality. However, the pandemic had other plans. My challenge was to help Alec take his existing brand and inject the fun-loving nature he himself has by extending the color palette, creating cheeky illustrations, and making a video to describe what it feels like when your order of high-quality ice cream shows up to your door on a Saturday night.
In the midst of the stay at home ordinance during the pandemic, this launch aimed to provide a playful reprieve from a time that felt quite bleak.
A Date With Alec’s:
Go to Market Video
While nailing down a hilarious script, we wanted to make sure the art direction embodied the comedic elements of the concept while also feeling very relatable. I was inspired by movies like When Harry Met Sally, Clueless, and even Paris, Texas for its overall styling. I also looked at several different content pieces creators were making from their home in the pandemic.
I worked closely with our producer to break out several boards that detailed direction for the set, styling, talent direction, props, etc.
I illustrated the entirety of the storyboard, visualizing the script, and the overall style I wanted to achieve.
While developing the go-to market video, I designed a direct-to-consumer backaging experience. I want to ensure the brand was recognizeable, with a graphic logo treatment, stickers embellishing the box, and the perfect rich pantone swatch to make your neighbors jealous.
Alec only had a simple wordmark and packaging from the start. I injected life into the brand by creating a whole set of illustrative stickers, extending the color palette, and creating a typographic system that helped create a more expressive brand.
During post-production I built out a social grid for the launch, along with various instagram stories and highlights. This provided a fun way to interact with the brand, learning all about Alec, his love for ice cream, and the indulgent flavors that can be ordered to your front door.
