Obsession worthy soft serve
PROJECT
Kültee
2024
SCOPE
Develop a new brand for soft serve ice cream and popping boba product. Includes ID, an end-to-end digital strategy, roadshow, and motion with touch points in the physical world.
CONTRIBUTIONS
Product Development, Digital Strategy, ID, Branding, Creative Direction, Product Design, Booth and Packaging Design.
APPROACH
Bring a downtown edge to soft serve. Electric violet glows against clean black and white. Elements drawn from city life - street art, hip-hop, neon, and a multitude of individual styles.
PROCESS
Developed visual brand in tandem with tone of voice. Design the core components first, then use social and physical design to create a single experience.
AGENCY
The Scratch Collective
Brand
POSITION
Name: Tötal Blast
Feel: Modern/Lifestyle
Posture: Edgy
ATTRIBUTES
Premium, finely crafted, accessible
Come as you are
Somewhere between Vegas and Salem
ID
LOGO
The name and the typeface evolves from the German heritage of the parent company, Zentis. The umlaut is used here over the “U”, and a third circle is added, to signify the piling of boba over soft serve ice cream.
Application // Element Refinement
Booth at Expo West
A MUST SEE
The Kultee booth at this year’s Expo west included a wild play between the popping bobas and soft serve. The cart is modeled from an ice cream cart, pushed into a gothic aesthetic to align closely to the logo.
Stickers // Illustration
Social
ASSETS FOR RELEASE
The product launched with the timing of Expo West in California. The spirit of the local event is fused with the new brand and tone of voice. With a limited palette and penchant for the wild at heart, the brand can continue to develop over time.
Go home
©2024 Ridgehouse LLC. All Rights Reserved.