Fröussen

OBJECTIVES

• Make a phonetic and visual impact to ask what exactly it is we are proposing.
• Build a unique imaginary in which simplicity is relevant to its target audiences.
• Generate a distinctive way of reaching the consumer with constant references, both verbally and visually.
• Establish an image which has the potential for future establishments in a franchise model, and whose brand architecture incorporates unique, distinguishing elements.
• Highlight the characteristics of a product whose distinctive feature is that it is freshly made from natural fruit.

PROPOSAL

We found a name which phonetically leads us clearly to an imaginary in which the cold and the childlike envelop the atmosphere we intend to create:

Fröussen. Using a double “s” enhances its liquid pronunciation, and we accompany it with a claim which serves to convey and clarify what we propose: Seasonal Ice-Cream, because strawberries are only in season at certain times of the year, as are melons…

A variable typeface allows us to give the composition dynamism and the necessary flexibility to accommodate different developments and represent the creaminess of these ice creams.

The aesthetics are markedly Scandinavian, using very natural elements such as wood and plenty of light to enhance the feeling of warmth and comfort in something familiar.

A predominance of basic shapes which provide tranquillity and softness without being strident.

Use of verbal branding to amplify brand effect and reach out to consumers, especially children, in a gentler, friendlier way.

GRAPHIC SOLUTION

We based the proposal on the creation of a background pattern inspired by the shape of an ice cream scoop, which is used as the main serving tool.
Using very pastel nude tones, we aim to reinforce the values of simplicity, without excesses. A very clean, minimalist aesthetic, bringing us closer to a neutral environment like the Nordic one.

All these elements enable us to construct a microcosm in which we condense, as with a distillate, the best of a philosophy or a personality, extracting the very essence of authenticity.

This allows us to develop an imagery around Fröussen, thereby conferring it content and meaning.

This enables us to build visual narratives of everything representative of the Nordic universe and link them to the brand to further enhance its personality.

In this way, we create a system which reinforces brand perception and lends depth and meaning to the elements which constitute the brand.

By using only a monochromatic version of the logo (black or white), we achieve the premiumness necessary for a high-value ice cream, iconically positioning the brand with a very striking and poignant visual narrative.

PRODUCTION

All materials used are based on the premise of being environmentally friendly and easy to produce, using non-polluting inks, raw paper, and a combination of materials of evident natural origin.

SOCIAL MEDIA

Fröussen combines its value proposition with a fittingly appealing name and a carefully designed aesthetic: ice cream made with seasonal fruit, an aesthetic with a markedly Nordic character which leads us to discover unusual flavours and combinations. A challenge to achieve differentiation and relevance in such a short time.

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