This project was developed from the very beginning, even from within the product, a very unique ice cream: a shaved taiwanese style ice cream, with a texture somewhere between sorbet and ice cream.
There was a certain level of complexity for two reasons: first, this type of ice cream is unknown in Europe, implying a teaching job to overcome the initial logic distrust. On the other hand, from the aesthetic criteria about local food, this ice cream is not very attractive, but rather ugly: an amorphous mass of ice cream with lots of sauces and toppings falling above and the sides.
We decided to make a virtue of it by creating a creative strategy around this. We worked up the product working closely with the client (Joad López and Federico Mendoza). We started a “deconstruction” separating the ice cream from the toppings. As key creative twist, we put two sugar eyes on the top of this ice cream mountain, making it a character-monster that looks you in the eyes and immediately gives it life and personality. The effect you get with some simple eyes is just amazing.
Then we developed a very sophisticated packaging but with a very simple and economical solution: a kind of tray that fit the ice cream container and two containers for toppings (jam, chocolate chips, caramel, etc)
From there, the naming came almost alone: Eyescream, making direct reference to ice cream and also to the eyes. We invented a monster and a character for each flavor.
We decided that the selfservice formula would best fit the product. We built wooden low cost boxes, concentrating the whole consumer experience. And we organized a fragmented facade, constructed from a large sign with “legs” that has the ability to break down into a number of signs, when opened to the public. One for the exterior identity and another, when opened, works as informative product menu.
Winner in the category “identity” of the 2013 Restaurant & Bar Design Awards.
Eyescream & friends, the only Spanish project in the identity category of the 2013 Restaurant & Bar Design Awards, was announced as the winner at an award ceremony held at London’s Farmiloe Building on 12 September.
You can find eyescream & friends in Barcelona, Cairo, Dubai, Singapur and Kuwait, and soon in many other locations around the globe.
Creative Direction: Marion Dönneweg, Merche Alcalá
Interiorism: Merche Alcalá
Graphic Design: Marion Dönneweg
Copywriting: Jorge Virgós
Client: Joad López, Federico Mendoza
Production: Sandra Coll
Photography: Daniel Loewe