Contributed by Marion Dönneweg of Spanish studio m Barcelona.
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.
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.
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.
The sign on the facade, when opened, also serves as menu.
View more identity work on the m Barcelona website.