This is done for a client in Belgrade, Serbia, and is to be followed up with store branding, menu design, etc. later on.
The concept is to have a confectionery that would change its menu four times a year - by season. It will sell Italian ice creams, strudels, seasonal fruit cakes, gugelhupf, tea biscuits, and many more.
Make it stand out.
The logo concept
My initial idea was to base the concept around four seasons, but I found a much better concept to work with. Since the store is to be set in Mutapova street on Vračar in Belgrade, that neighborhood is famous for the actors who lived there - many among the greatest Serbian actors who ever lived.
After a few variations, I was set on the design of an ice cream cone with the addition of an Italian amphitheater that at the same time is a hand holding the cone, with an ice cream / the sun in the back.
Usually, I'm not a fan of more than two concepts or ideas in a single mark, but for the fully illustrated version of this one - I was pretty happy with how it turned out and how well it showcased the geographical spirit I was set on.
The logo was developed into a simplified pictogram, typographic symbol, and logotype both in Latin and Cyrillic.
