Queens

[Description]

Queens is an American-style ice cream concept with a visual language drawn from diners, commercial food signage and nostalgic indulgence. The identity moves between packaging and physical space through oversized typography, direct compositions and a confident red-and-white palette.

[SCOPE]

Brand Identity / Packaging / Environmental Design / Art Direction / Concept Development

[The Challenge]

Dessert brands often default to pastel colours, soft illustration and familiar ideas of sweetness. Queens needed a stronger presence: an identity that could feel playful and nostalgic while remaining clear enough to work across cups, menus, signage, merchandise and the space itself.

[The Concept]

We looked to American diner culture and the graphic confidence of classic food advertising. Large-scale lettering became the central device, giving the brand immediate recognition at every size. Packaging, signage and environmental applications were designed as parts of the same experience rather than separate branded objects.

[Outcome]

A complete ice cream brand concept that carries one distinctive visual language from the product packaging to the surrounding space.

[Description]

[The Idea]

Queens takes the familiarity of American ice cream culture and turns up its graphic volume.

The identity uses scale, typography and repetition to create a world that feels nostalgic without becoming a retro imitation. The same attitude appears on a cup, a T-shirt, a menu or a storefront sign.

[Brand Identity]

We built the graphic language around oversized typography and recognisable references to American diner signage.

[Packaging Design]

Cups and product applications use the identity at close range, keeping the branding direct and easy to recognise.

[Environmental Design]

Signage and spatial applications carry the same lettering and composition into the physical experience.

[Art Direction]

Vintage food culture and contemporary image-making come together in a visual direction with appetite and character.

Round white sign with red text reading 'American Ice Cream Queens' on a black background.

Menu Design for Queen ice cream, קווינס גלידה נחלת בנימין

Branded t-shirt for Queen ice cream, קווינס גלידה נחלת בנימין

Branded stickers for Queen ice cream, קווינס גלידה נחלת בנימין

Interior of an American ice cream parlor with metal stools, marble counters, and menu posters.

Menu on a glass window listing sundae flavors like tiramisu, s'mores, pistachio, halva, and cheesecake & berries.

[LET’S build something bold together]

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