Madonna Mia!

BRANDING & ANIMATION  |  2018

The client wanted a brand refresh to help appeal to a younger audience. The Madonna was requested by the client to help tie her strong religious beliefs with her business—like a good luck charm. The client specifically requested a pastel colour palette—she thought pastel represented gelato / ice cream the best. The client also wanted to produce a lot of content for social media.

I created a flirty and fun winking version of the Madonna to capture a younger and young-at-heart crowd. The design features very bright and eye-catching colours to draw people in.  

To generate organic buzz on social media and represent the wide array of menu options, I designed on a large suite of icon patterns and colour variations. The idea was to create surprise-and-delight Instagrammable experiences that encourage returning visits and sharing the shop on socials. The always-changing look of the cups, for example, would offer a unique experience every time, keeping customers coming back for more.

The logo was applied to pins, stickers and totes to help the brand become more recognizable. A month of social media content was prepared in preparation for the launch. Promoting everything from new funky flavours like BBQ chicken sriracha to new t-shirt designs.