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.

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A social media concept created for Seedling, exploring how thoughtful visual storytelling can make everyday wellness feel simple and approachable.

The series combines educational content, product-focused lifestyle imagery, and community engagement while maintaining a warm, cohesive visual identity across Instagram.