This project in Barcelona by Estudio m, was developed from the very beginning, even from within the product, a very unique ice cream: a shaved Taiwanese style ice cream (but made with Italian gelato), and with a texture somewhere between sorbet and ice cream.
There was a certain level of complexity for two reasons: first, this type of ice is unknown in Europe, implying a teaching job to overcome 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. They decided to make a virtue of it by creating a creative strategy around this. They worked up the product working closely with the client (Joad López and Federico Mendoza), that had at all times a receptive and constructive attitude. Firstly we changed the Taiwanese raw material by Italian and started a “deconstruction”, separating the ice cream and toppings. As key creative twist, they 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 a some simple eyes is just amazing.
From there, the naming came almost alone: Eyescream, which in English is pronounced like ice cream, but also makes direct reference to the eyes. We invented a monster and a character for each flavor.
Then, they developed a very sophisticated packaging but with a very simple and economical construction: a kind of tray that fit the ice cream container and two containers for toppings (jam, chocolate sauce, caramel, etc.).
Being confronted with the actual location, they realized that the self-service formula would best fit the product. They built wooden low cost boxes for self-service, concentrating all the consumer experience. And then organized a fragmented facade, constructed from a large sign with “legs” that has the ability to break down into a number of signs, when open to the public. One for external identity and another, when opened, works as informative product menu.
Info and images © Estudio m
Photography is by Daniel Loewe