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A retro-inspired brand identity for Happy Scoop, an ice cream concept rooted in nostalgia. The design system centers around a custom vintage mascot character paired with a playful script wordmark, bringing warmth and personality to every touchpoint. The colour palette of teal, cream, and orange draws from a classic, vintage aesthetic while remaining fresh and shelf-ready. Brand applications include storefront signage, packaging (pint containers and bar wrappers), vehicle wrap, brand pattern, and social media assets.
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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When building a fashion brand identity, most designers start with the logo.
We usually do too. It feels like the natural anchor point.
But when we worked on Evolur, we started with the touchpoint that gets touched last the packaging.
Because for a fashion label, the unboxing moment is the brand. The first impression doesn't happen on Instagram. It happens when someone pulls a ribbon-wrapped box out of a delivery bag.
So we built the identity outward from there. The wordmark came from asking what needed to look right on a swing tag at 2cm and on a tote bag at full size simultaneously. The crimson and blush palette came from asking what felt confident on kraft shipping boxes without needing a campaign photo around it.
This is what fashion branding looks like when every detail is treated like the hero shot.
What we noticed was that designing for physical touchpoints first made every digital decision easier. The hierarchy was already solved. The personality was already clear.
"Fresh styles. Timeless confidence." The brand found its own tagline by the end.
Does this feel like a brand worth wearing? 👇
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i love the designs
Some thumbnails I made recently for a podcast client. Which title would make you click first?
12 voted
43%
16 voted
57%
28 votes
Closed
Option two feels stronger because it’s more direct about what the content is and who it’s for. With option one, I can tell it’s probably some kind of podcast, but the text doesn’t clearly explain the topic.
Option two gives me an immediate understanding of what I’m looking at....