Grosella Mexican Ice creams logo
Grosella is a restyling study case, this Mexican company hired me to change radically its logo. The new planned strategy wanted the new brand to be perceived like a company that sells handmade ice creams with a natural origin with a Mexican feeling due to the touristic area of Playa del Carmen (Cancún).
As a symbol I decided to give central importance to the ice cream, positioning it inclined to give a dynamic and closer feeling with the audience. I’ve applied a pattern of organic elements typical of Mexican popular handcraft inspired to papel picado concept. Papel picado is a decorative craft made out of paper cut into elaborate designs. This composition transmits perfectly the idea of natural and tropical flavors of the ice creams. I’ve also surrounded the ice cream with green flames as if they were rays that usually appear with the iconic image of Virgencita de Guadalupe to remark the Mexican origin and folk imagery. In order to define a creative visual strategy we also had to take in consideration that Grosella sells its products in two different kind of locations in Playa del Carmen: a very popular neighborhood and in a touristic area. So I had to find the right way to give a not expensive or too cheap look and feel to the brand, considering at the same time the main two targets: locals that care a lot about the price of what the can afford and tourists searching for a good quality product.
The cursive letter have the intention to remember the European tradition of ice cream with a soft and sweet touch. Two ice cream sticks accompany the baseline Paletas, helados y saborines and qive equilibrium to the logo composition.
As graphic system, I’ve created a decoration of papel picado, alternating the two colors. For the aromatic palette I’ve replaced the light blue with the green in order to remember the colors of the Mexican flag. Grosella in spanish means redcurrant, so the fuchsia would be the main corporate color.
In order to make t-shirt with the embroidered logo I’ve also created a simplified version of it.