Golden Boy - Brand Identity

Date: 2025 Deliverables: Branding; Visual Identity: Packaging

Golden Boy is an American ice cream brand that blends artisanal freshness with a bold retro-pop aesthetic. The goal was to create a visual identity that feels sweet, vibrant, and unapologetically fun — something that speaks to the senses and taps into nostalgic joy.

As part of the Studio Saginova team, I helped bring the brand to life through a complete visual universe, including packaging, brand assets, and merchandising. The identity was designed to capture the energy of an endless summer, full of color, flavor, and carefree pleasure.

Golden Boy’s identity draws inspiration from vintage surf culture, evoking the mood of old-school beach towns, sun-faded signage, and that first ice cream after a day in the waves. The visual direction pays homage to the playful spirit of the 80s and 90s, with bold typography, vibrant colors, and layered compositions that mix realism and collage.

The logo is simple and confident, like a classic t-shirt print or a neon sign glowing at golden hour. The packaging is tactile and expressive, made to stand out on the shelf and feel like a collectible. Every element of the design was created to celebrate joy in its most delicious form.

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