Eyescream&friends
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.
Before:
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.
After:
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.
We also designed a range of water bottles and called them “Tears of joy”
Winner in the category “identity”
of the 2013 Restaurant & Bar Design Awards.
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
Interiorism: Merche Alcalá
Graphic Design: Marion Dönneweg
Copywriting: Jorge Virgós
Client: Joad López, Federico Mendoza
Production: Sandra Coll
Photography: Daniel Loewe
