Create the brand for a new Ice Cream Parlour, with an adult target audience.
After choosing the name ‘Devilicious Ice-Cream Lounge’, I needed a logo that was sophisticated yet had a sense of mystery and luxury.
Concept Working with the name ‘Devilicious’ I chose to focus the ice cream parlour on a seven deadly sins theme with a twist. The target audience is middle-upper class, working adults, aged 21-40 who want to a devilicious escape from reality, and somewhere they can selfishly indulge. Devilicious Ice Cream Lounge is a place to be completely devilicious, by creating their perfect ice-cream sundae. To do this they follow seven sinful stages where they pick an item to add from each one. The lounge is a late night experience open from 9pm, as a place to go for dessert after meals. They will have an experience that allows them to escape from reality and forget their worries, all in a luxurious, comfortable environment, made to help you unwind and relax whilst enjoying your devilicious ice-cream sundae.
The logo is based around the design of iron gates, with a subtle hint to ‘gates of hell’. The detail of the design gives a sense of consideration and luxury. The typeface used is Caudex, which is a formal serif font with an edge. It perfectly suits the style of the Lounge. The colour scheme is stereotypical and uses bold shades of red, black and white, as they are relative to the sins such as ‘anger’, ‘passion’ and ‘lust’.
Kirsty Hair BAGD Level 06 OUGD301 Design Practice 3 Brief 3: Ice Cream Parlour Board 1
Menu The menu embraces the whole Devilicious experience. From each of the seven stages, an item is picked to add to the sundae. These stages are: forbidden fruit, indulgent ice-cream, sinful shot, saucy sauce, immoral mixer, squirty cream and the finishing touch. The consumer is also offered the choice to add extra options to their sundae, meaning there is no limit to their indulgence.
Specifications The menu would be printed double sided on 260gsm matt. -Full size: A4 -Letter fold -Digital print -Red foil block - logo
Kirsty Hair BAGD Level 06 OUGD301 Design Practice 3 Brief 3: Ice Cream Parlour Board 2
Business Card and Letter Head The business card is a point of contact for the consumer, and for them to take as a reminder of their experience at Devilicious. To give a feel of unique and luxury, the logo is printed alone on the front, and on the back is the contact details reversed out of red foil block. This follows through to the letter head, which has a foil block on the reverse, to make it unique and memorable. The logo is kept in the top right hand corner with the contact detail at the bottom of the page.
Kirsty Hair BAGD Level 06 OUGD301 Design Practice 3 Brief 3: Ice Cream Parlour Board 3
Exterior Signage This is how the exterior of the Lounge would appear, with the logo printed on the glass window and with horizontal type across the top.
Kirsty Hair BAGD Level 06 OUGD301 Design Practice 3 Brief 3: Ice Cream Parlour Board 4