1 - VISUAL IDENTITY
The proposed visual identity aims to convey a sense of joy and indulgence through a playful and colorful design that invites customers to experience the delicious and refreshing products offered by the store. The design reflects the company’s values and is intended to create a memorable and positive impression on customers.
NAMING
After multiple exploration and key-terms, the name comes from combining the words BLIZZARD and BlSSFUL. The first refers to cold and refreshing, while the second alludes to happiness and joy. The result is a memorable name that resembles the best features of the shop.
Along with the name that introduces the essence of the products goes the tagline "ice cream & fresh fruit smoothies" to reinforce the concept.
LOGOTYPE
The logotype is based on the typography Adonis Bold, serif with rounded corners and lower-case characters for optical compensations and proximity.
To construct the symbol, I took a circle and fractioned it with wavy stripes, obtaining a symbol of dynamic shape developed from characteristic beach elements like the ocean waves and the sun. With both elements acting together, I intend to connect it to the place and mood of the shop.
TYPOGRAPHY
The typography Serenity is a sans serif with a rounded aspect and straight lines that guarantee legible text along with good weight balance.
The complete family offers different weight fonts. They go from Thin to Heavy and include their respective Italics. The complete font family can be used together as they work perfectly in combination and open up unlimited creative options.
COLOR
Color is a mix of warm and cold colors. They are vivid colors that can easily relate to the broad range of ice cream and smoothie flavors that Blizzful offers.
Then, all colors have a more muted version that pairs as a background. Also, I tested all the colors to meet the proper contrast ratio for the visually impaired.
