MELT Brand Identity

MELT - Whole fruit ice lollies that taste as fresh as nature intended: refreshing, healthy and super delicious.

MELT is a passion project I created for the instagram account @modernbrief which is an account that posts briefs weekly for designers worldwide to join and work on fun projects that we can later on add to our portfolios.

This has been such a fun project, MELT is joyful, friendly, fresh and creative, a brand that aligns with my style and values. The brief: Imagine ice lollies made with real fruit—no artificial flavours, just pure, refreshing goodness. MELT is all about blending sustainability with indulgence. The challenge? Create a brand identity that captures the natural, vibrant essence of these lollies while making them feel one of a kind. Think light, fresh colours, joyful branding, and packaging that makes people crave a taste. This is your chance to design something truly cool!

The solution: I made the logo quote simple, with a typographic logo and basic colour palette (coal and cream) so the colours used to represent each falvour would pop later on.

The idea behind the logo is a bold font that makes a statement, but customised so it looks like it's melting. There is a secondary logo that includes the slogan "Made with real fruit" and a brand mark with the "M".

I thought illustration could bring the brand to life, so I drew some ice lollies, and some fictional characters interacting with huge ice lollies and a brand pattern that uses all the illustrations. Colours are fun and vibrant, just like the flavours of the ice creams.

And lastly, I designed the packaging quite vibrant too, making use of all the assets (logos, colours, typography, illustration and photography) to bring each product to life. The packaging is supposed to look fun, bold, and vibrant, to make the target audience want to purchase the product in a hot summer day or a gloomy winter day.

See more here: https://www.saraservan.com/branding-projects/melt