Moritz Eis, Branding a New Concept in Gourmet Ice Cream

  • Task
    Unibrand was entrusted the task of branding Moritz Eis ice-cream shop, the first of its kind in Belgrade. The challenge was to introduce a completely new experience and redefine the concept of ice cream for its consumers. By creating the Moritz Eis Brand Book, we defined its visual standards and packaging design, signage and other promotional items.
    To roll out the new visual identity across different forms of communication, such as space branding, packaging, flyers or the website, we enlivened the existing logo, compact and elegant, by adding warmth to other graphic elements via usage of various patterns. Cheerful plum-colored patterns that symbolize magic and mystery bring a fresh visual identity to the brand. Naturalness, openness, and transparency come to life through every element of the visual communication. In the flagship store, simple and minimalist in predominantly white colors, we refreshed the look of the signage and applied bright patterns to the packaging for small and large ice creams, uniforms for the staff and the ice cream menu.