fRUZE BRANDING

Inspired by my sister, who developed new food allergies--I created a fictional brand for fruit based softserve.

From there, I went on a journey of word association. Fruit, freeze, fuze...Fruze.

Everything came naturally, the mood, summer color palette, and playful iconography. I used the shape of a cursive Z to echo the silhouette of an ice cream swirl. I could then apply this icon in different settings and build out the brand identity.