KURIIMII, A SOFT SERVE JAWN

  • Identity System Design

Our clients were planning on opening Philadelphia’s first soft serve ice cream shop offering Asian-inspired flavors at the end of a small street in the heart of Chinatown.

They needed a visual identity and storefront that would attract foot traffic and compete for attention in a dense, urban neighborhood already rich with cross-cultural dessert options.

We designed a soft serve swirl-inspired logo system that includes a wordmark for horizontal layouts and an icon for smaller formats.

To complement the summer sun in the daytime and pop overhead durings nights out in the city, we chose blue and green brand colors vibrant enough to contrast well off both light and dark backgrounds.