Identity Designed is a showcase of brand identity projects from around the world.

Eyescream

Contributed by Marion Dönneweg of Spanish studio m Barcelona.

Eyescream identity

This project was developed from the very beginning, even from within the product, a very unique ice cream: a shaved Taiwanese style ice cream (but made with Italian gelato), and with a texture somewhere between sorbet and ice cream.

There was a certain level of complexity for two reasons: first, this type of ice is unknown in Europe, so there was a teaching job to overcome initial distrust. On the other hand, from the aesthetic criteria about local food, this ice cream is not very attractive, but rather ugly: an amorphous mass of ice cream with lots of sauces and toppings falling from above and running down the sides. We decided to make a virtue of it by creating a creative strategy around this.

Firstly we started a “deconstruction,” separating the ice cream from the toppings. As key creative twist, we put two sugar eyes on the top of this ice cream mountain, making it a character-monster that looks you in the eyes, immediately giving the product some life and personality. The effect you get with a some simple eyes is just amazing.

From there, the naming came almost alone: Eyescream, which in English is pronounced like ice cream, but also makes direct reference to the eyes. We invented a monster and a character for each flavour.

Then we developed a sophisticated packaging but with a very simple and economical construction: a kind of tray that fit the ice cream container and two containers for toppings (jam, chocolate sauce, caramel, etc.).

Being confronted with the actual location, we realised that a self-service formula would best fit the product. We built low-cost wooden boxes for self-service, concentrating on the consumer experience. And we organised a fragmented facade, constructed from a large sign with “legs” that has the ability to break down into a number of signs when open to the public. One for external identity and another, when opened, works as an informative product menu.

Eyescream identity

This is the traditional ice cream in Taiwan (below). Too much for our taste. Too many sauces and toppings falling on top of an ice cream mountain.

Eyescream identity

And this is the result after simplifying it, separating the ice cream from the toppings, and turning it into a sweet little monster with eyes.

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

The sign on the facade, when opened, also serves as menu.

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Eyescream identity

Client: Joad López, Federico Mendoza, eyescream and friends
Naming: Jorge Virgós
Production: Sandra Coll
Photographer: Daniel Loewe

View more identity work on the m Barcelona website.

5 appreciated remarks about “Eyescream”

  1. Oh my goodness, I love this! What a fun idea. I would love to get ice cream at that place one day.

  2. Like the brand overall with the bobbly eyes, though a little unsure about the name. Makes me think about ice cream brain freeze a bit!

    Love the simplicity of the store design and trays though.

  3. Really like the concept of including the Eyes into the ice cream dishes. Therefore it ties back into the name which is lovely.

  4. Does anybody read it as EYE SCREAM? (sounds like I scream) This was my initial reaction. Loved the ice cream idea though!

  5. I agree with Leah. The name by itself would keep me from even looking any further. It sounds scary… not edible and certainly not tempting and delightful. As to the lil’ fellows, they have a lot in common with M & M’s. However, all that aside, IF people will get past the name and get in the door and the stuff actually tastes good, it may do very well. I just really wish it could’ve been named something else. In this day and age, any business name with a part of the anatomy in it that isn’t a physician, may be a BIG turn-off. Sadly…

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