Going to an ice cream shop used to be one of the highlights of our collective childhoods, and somewhere along the way we’ve gotten slightly jaded, even when ice cream is well-made, we’re often just going through the motions.

LICK was an attempt to recapture that childhood wonder, from the vibrant building itself, with playful art across its walls, to innovative products, and striking packaging, everything was designed to feel bold, unusual, and most of all, to spark joy.

The core logo features clean letters with certain parts of them stretched and skewed, a sign of how the brand itself stretches what we’re familiar with.

Murals and uniforms feature hand made illustrations and collages, typography pairs clean geometry and chaotic scribbles, materials shine with gold and irridescence, rainbow colours are interrupted by stark illusory black and white patterns.

Everything needed to reflect the brand’s core philosophy, to make delicious ice cream that plays with your senses.