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The Pure Joy

A frozen dessert brand needs to be legible through a freezer door and charming in the hand. The wordmark carries its own smile, and the packaging system runs on three colours — Scarlet Red, Peach Beige and Blush Pink — across bars, cones and lids.

Service
Brand Identity and Packaging
Industry
Food and Beverage
Year
2025
The Pure Joy brand board: wordmark, colour palette, lid designs and ice cream packaging

Scope

  • Logo and Visual Identity
  • Packaging and Collateral
  • Brand Guidelines

Delivered

  • Wordmark and smile device
  • Scarlet Red, Peach Beige and Blush Pink palette
  • Bar and cone packaging artwork
  • Tub lid designs
  • Product photography direction

01

One line per product

Each pack carries a single sentence rather than a specification: chocolate hugged vanilla real tight; candy met ice cream on a sunny day. The copy does the flavour description so the artwork does not have to.

The Pure Joy packaging range with product copy lines

02

The lids

Love at first scoop. Chillin' with cones. Out of scoops. Three lids, three moods, one drawn smile holding them together.

The Pure Joy tub lid designs and brand elements

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