Responses by Samosoboy Branding Buro
Background: Mr.Pops is the most famous ice cream popsicle brand in Ukraine. The client team asked us to develop a new identity that would make Mr.Pops recognizable and visually different from its competitors and to create a design system that is easily scalable within a large number of brand identity assets. At the same time, the identity needed to be aesthetically pleasing for the brand. The ice cream brand is targeted towards active, successful entrepreneurs who are constantly evolving. An audience that likes healthy food and appreciates quality products and fashionable lifestyles. Mr.Pops is sold in coffee shops, parks and eco food shops across the country.
Reasoning: It was important to find a solution that would emphasize not only the ice cream brand itself, but also the quality and shape of the product.
Challenges: Developing the idea. We had to spend about six to seven months working on different ideas to find this solution.
Favorite details: If you look at the identity closely, you can see that the graphic element of the letter o in the logo of Mr.Pops resembles a popsicle. Based on this element, we were able to build the entire design system and call it true ice cream. We were even able to organically fit the logo onto an ice cream stick.
Visual influences: We are always inspired by trends in global brand identity designs and we always ensure that the style of our projects can live in a real environment.
Time constraints: From the beginning of the project, we understood that we would have to work on a large number of ideas to implement this task. Luckily, we had enough time to find a solution.
Specific demands: When you work on complex identities in the fast-moving goods consumer sector, there are many factors to consider. For example, in this project, we had to consider using a lot of different materials for printing. However at the start, we already knew that we would not be able to use complex color combinations.
Anything new: We had to work with several new types of packaging for the project, like a gift box for 20 pieces of ice cream and a special box for desserts.