Logo for Speckle, an artisanal upcycled ice cream brand, with the brand name in bold blue letters and tagline underneath.
A cartoon illustration of a purple swirl macaroon cookie with dark purple details and a simple smiling face.

Speckle Ice Cream makes upcycling mainstream in the tastiest, easiest way possible — eating ice cream! Every flavor transforms previously deemed unsellable fruits, vegetables and nuts into imaginative flavors, celebrating imperfections in a from-scratch kinda way. 

DELIVERABLES

⤷ custom website design

⤷ brand identity

⤷ copywriting

⤷ social media ideation

The Challenge

The fictional creamery wanted to create the feeling of celebration, acceptance and joy without veering into the corporate look of other B Corp, green brands.

(00) MOODBOARD
A collage of various promotional and branding images including logos, illustrations, and photographs for businesses and events focused on nature, food, organic products, and community. Some images include strawberries, ice cream, vegetables, and natural landscapes.

The Strategy

I built an organic, playful identity and web design inspired by the wonky shapes of imperfect ingredients, the originality of individual scoops and swirls and the nostalgia of soft serve cones in summertime.

Strawberry milk and spirulina blue stand out in a sea of burnt orange competitors with pops of matcha green, french vanilla yellow and black cherry to round out the celebratory color palette.

Adding whimsical character to the storybook serif and modern sans serif fonts, the result is an emotive brand that feels inviting, fun and good for the planet.

Check it out ⤵︎
Cartoon illustration of a green whipped cream swirl with purple lines and dots on a black background.
A smartphone screen displaying a webpage about celebrating imperfections, with a cartoon illustration of pink and green macaron ice creams surrounded by dashed lines. The text discusses embracing flaws and reducing waste by using imperfect foods for ice cream. 
(01) WEBSITE HOME PAGE
Blue ice cream scoop with white text that reads 'SPECKLE' in stylized letters. 
(02) STACKED LOGO
Black background with blue text reading 'SPECKE artisanal upcycled ice cream'. 
(03) PRIMARY LOGO
A circular logo with a stylized 'S' in the center, surrounded by the text 'SEATTLE WA' and 'SPECKLE ICE CREAM' in blue. 
(04) FAVICON
A digital infographic displaying five colorful ice cream swirls labeled as Blue Coconut, Strawberry Milk, French Vanilla, Matcha Latte, and Cherry Pie with their respective hexadecimal and RGB color codes.
A digital infographic displaying five colorful ice cream swirls labeled as Blue Coconut, Strawberry Milk, French Vanilla, Matcha Latte, and Cherry Pie with their respective hexadecimal and RGB color codes. 
(05) Color Palette
Two colorful ice cream scoops with chocolate glaze, one green and one pink, against a black background.
A cartoon illustration of a pink soft serve with a swirl shape and small purple dots.
Illustration of a three-scoop ice cream cone with pink, blue with dark chocolate chunks, and vanilla flavors in a waffle cone. 
(06) Illustrations
A sidewalk sign outside a building advertising artisanal upcycled ice cream called 'Speckle'. The sign features colorful illustrations of ice cream scoops in pink, green, cream, and maroon. The text on the sign reads 'Always from scratch, never artif
Glass door with a Speckle ice cream shop sticker, surrounded by potted plants, with a menu stand on the sidewalk outside and a stone wall and window in the background.
A sign with the words 'sPE CIAL' and 'artisanal upcycled ice cream' is hanging on a metal pipe in front of a brick wall covered with green vines.
A cup of green artisanal ice cream in a white paper cup with a blue logo that reads "SPE CICLE." 
(07) POSTER DESIGN
(08) WINDOW DECAL
(09) OUTDOOR SIGNAGE
(10) PACKAGING
Packaging for speckle ice cream featuring an illustration of two scoops with chocolate syrup, one pink and one green, against a blue grid background. Text indicates it is now available at all Speckle locations.
Close-up of two ice cream cone cups, one with vanilla and chocolate ice cream, and the other with green, black, and pink ice creams, held outdoors with a blurred green background.
Ice cream cone with colorful scoop toppings, advertising new cherry pie, pumpkin gingersnap, carrot cake, and sweet potato brownie flavors. 
(11) SOCIAL MEDIA TEMPLATES

BIIIG STRETCH COFFEE CO

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