I LIKE IT RAW

2023 / CREATIVE DIRECTION

I Like It Raw, a bold new raw ice cream brand, needed a strong visual identity that would establish its unique look and feel while effectively launching into a competitive market. The project involved designing a logo, creating a distinctive color palette, crafting custom iconography, and developing standout packaging—all aimed at communicating a fun yet purposeful tone that merges health, authenticity, and playfulness.

Close-up of a chocolate ice cream surface with cocoa nibs, featuring a label that says 'I like it RAW' in bold black letters with a white outline.

As a brand-new company, it was essential to create an identity that was simultaneously provocative, playful, and authentic, striking a balance between edgy and wholesome to resonate with its eco-conscious, health-driven audience and stand out on the crowded ice cream shelf.

Three pints of ice cream labeled 'I like it RAW' with a pink and green cow print background.
Pink text on green background reads, 'Happy cows make happy ice cream.' In the bottom right corner, a small logo says 'I like it RAW.'
A hand pouring cream onto three scoops of ice cream on a black background with pink and orange hand-drawn doodles, the word 'RAW' in large pink letters, and text that says 'Ice cream the way nature intended.'

A Bold, Playful, and Authentic Identity

By incorporating bold typography, vibrant earthy tones, and hand-drawn illustrations, I Like It Raw’s brand identity communicates its raw and natural ethos in a fun, approachable way. The use of cow-print patterns connects back to the product’s raw milk foundation, while playful elements like the phrase “I Like It Raw” add a cheeky, memorable twist that grabs attention and builds emotional connection.

This project stands out because of its ability to balance edgy fun with authenticity. By combining cheeky, bold branding with artisanal visuals, "I Like It Raw" resonates deeply with health-conscious consumers seeking indulgence without compromise.

A grassy pasture with grazing cows and a promotional poster in the center promoting raw, unprocessed food with text and simple illustrations of an ice cream cone, a sun, and a cow.
A product label with a pink and green background featuring the text 'i like it RAW' and a cow illustration, with additional branding and ingredient information. Next to it is a circular logo with a pink and black cow print pattern and the same text.
A colorful six-panel advertisement for raw, natural foods with illustrations of a cow, ice cream cone, cherries, a flower, a glass of milk, and a smiling sun. Text includes phrases like "Raw ice Cream," "I like it raw," "Sweet and nice," "Pasture-raised," "Unprocessed," and "Summer taste." Background has black and white cow print pattern.

This project was particularly memorable because of the creative freedom and the joy of bringing a brand with so much personality to life. The result? A modern food brand that truly stands out in the marketplace.

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