SugarCrush

How do you effectively communicate the authenticity of ingredients and the joy associated with an ice cream brand?

The answer lies in placing the spotlight on the ingredients themselves, making them the face of the product.

In a collaborative effort between Tushar Designs and SugarCrush, a unique brand identity and packaging design were meticulously crafted to convey the genuine flavours and passion inherent in their ice cream. This initiative aimed to set them apart in the saturated market of both local and international ice cream brands.

In the process of shaping the identity and packaging for this delightful ice cream brand, we adopted a warm and expressive design language that radiates friendliness. The customized type, adorned with heart-infused details and melting edges, was chosen for its ability to achieve a clean and minimal appearance, ultimately enhancing brand recall. Our strategic approach centred on making the ingredients take centre stage within the brand. This involved the use of illustrated representations, employing an expressive style that creates a vibrant and visually distinct burst of colours, effectively differentiating between various flavours. This thoughtful design not only mirrors the brand’s unique personality but also ensures a distinct product identity, contributing to a memorable and enjoyable consumer experience.