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"I ❤️ Affogato," a premium Italian dessert concept built around the classic affogato experience, a hot shot of espresso poured over gold gelato. The brand direction calls for a luxurious, upscale feel with a minimalistic and timeless aesthetic, avoiding anything trendy or overly decorative.
The core deliverable is an icon of the affogato cup itself, designed to work as a standalone mark on merchandise such as caps and apparel, as well as in an abbreviated lockup paired with "I ❤️" and the cup icon replacing the word "Affogato." The icon needs to clearly depict the coffee cup with gelato inside and espresso being poured over the top, capturing the product's signature moment in a single, refined symbol.
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This is beautiful, Daniel
FOCU — Artisan Calabrian Gelato
FOCU is an artisan gelato brand rooted in the flavors and memory of Diamante, Calabria. Each jar carries a piece of the southern coast — bitter bergamot, sharp citrus, dark wild fig — translated into a bold, unapologetic visual identity. The name comes from the Calabrian dialect word for “fire” and “heat”: a deliberate choice to create a powerful contrast with the cold nature of gelato, sparking curiosity and surprise in the consumer.
The Design System: The brand system pairs a groovy pop aesthetic with a monochromatic color logic: one flavor, one color, one jar. Boogaloo typography, dripping cream shapes, and a deep magenta lid unify the three flavors of the line into a coherent family that feels artisanal.
Designed as a fictional brand for the Affinity “Fake Brand Real Craft” contest 2026.
the dripping cream shape on the jar is my favorite part
A few visual explorations from the world of Astral.
We created these while developing the art direction for the project, exploring how the product, photography, distortion and identity could all speak the same visual language.
Some of them eventually found their way into the Astral experience, and became part of the world we built around it.
nice