Creamo’s is a craft ice cream company run by the talented flavour alchemist, Matai Jowitt.
Creamo’s got it’s name from Matai’s great great Grandfather (seen in the photo above). This was the beginning of the brand process as one of the requirements was to involve his head within the design if possible.
It was obvious that this ice cream company is a world apart from your classic Devon, cow in field, ice cream at the beach, creamy treat. No, we have to elevate ice cream to a new level, for it’s a worthy desert. Even on days when you haven’t seen the sun.
The flavours are obviously a key part of the business and one if it’s more unique elements. The ingredients are natural and seasonal. We spent time with Matai to break these down into some clear categories and came up with five main categories that most of the flavours fitted within, creamy, sorbet, rich, pieces and seams.
Using the idea of a spider diagram or radar graph, we are able to map the flavour. If an ice cream had a ripple or caramel running through it, then the inner pentagon is extended to the ‘seams’ point. If it had chunks of chocolate or fruit, the inner pentagon pointed to the pieces point and so on.
These shapes became the foundation of the logo and using this system we developed the common combinations that could be used for labels or other media to express the taste.
If you are looking for your own unique design solution, a visual language especially for you, feel free to to discuss your project.