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Churned by liquid nitrogen, the ice cream concocted by Tommy Choi and Michael Lai is special. So when Brief was approached to develop a brand identity for Choi and Lai’s new shop, the design duo knew that the conceptual thinking behind the identity had to be as unique as the ice cream is creamy, dense and smooth in order to make headway in Vancouver’s already saturated ice cream scene. Combining the idea of the modern go-to neighborhood ice cream shop with the mist created during the shop’s ice cream–making process, the Vancouver-based design studio developed the name Mister. Strongly focusing on the performance of creating each ice cream, Brief then created a brand that would run across signage, packaging and business cards, uniting them into an innovative brand identity.

A repeated pentagon motif and bright blue ink took center stage. The iconic pentagram shape successfully created a sharp visual hook, an identifier to help the shop stand out in its modern heritage space. With Choi and Lai planning to create frozen treats beyond ice cream, Brief also developed packaging for its flavored-condensed milks and other future treats. Where the icecream came from, there’s more treats and designs to come. 

brief-studio.com

scottandscott.ca

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