For the Graphic Design for Print and Web program at Humber College, I was asked to deliver an independent study project in order for me to have the oportunity to work on a project that could show what we were passionate about and that would be able to show our skills learned during the program. I decided to create a fictitious artisian ice cream shop named Funday for which I would basically build the brand from scratch. I created for it the branding of the shop, the merchandise (in which the products will be displayed), a mobile app design and the social media design to be used on the Instagram feed.
Funday is a family owned Ice Cream shop that makes their own artisian ice cream and where the customers are able to purchase it by eating it at the store or buying pots of ice cream and popsicles to take it home, for gatherings for instance. They offer several types of artisian ice cream options like: Ice cream balls, popsicles, sunday, milk-shakes, ice cream pot, ice cream cone.
The process book from this project can be seen on the link below:

Process Book


Using Adobe Illustrator a fun logo was created for the brand, since it was decided that the shop was going to have a fun and happy look. The font chosen was Honey Bear in which the letters were rotated in order to achieve that idea. The colours chosen for the brand were light blue, white, dark pink and light pink.
Graphics of sundaes, ice cream balls and ice cream cones were created also using Illustrator, so that they could be later used for the products packaging and social media design posts.
The idea to create patterns for the brand by using those graphics came up since they could be a fun and different background for the packaging and marketing and with that it became necessary to create variations of the logo, so that it could fit on different background scenarios. With that in mind, a black and three color variations were made.
At least, a business/gift card and a mascote were designed to attract and keep the customers of the shop.
The style guide containing all the elements created, safety zone of the logo, minumum size of it, typography and the colors of the brand can be found on the link below:

Style Guide


For the ice cream pot, ice cream ball pots and ice cream cones, it was created a single design for the packaging but with a few variations of colour to change it a little so the customer gets more excited and haves more fun each time they visit to the store.
The designs were created by using the patterns developed for the brand as a background combined with a specific color that matched that pattern. For the logos, it was used both the original and the variations, depending on which color and pattern the background was.
For the milk-shake cup it was decided to make it simple. One design has the pattern created with the logo, but with very low opacity so that it is almost clear. The second design has two borders using the line pattern created with the milk-shake graphic.
All the designs for every package created were made using Adobe Illustrator.

Social Media Design

With Adobe Photoshop and Adobe Illustrator, a few posts were created in order to be used on the brand's Instagram account. They follow the same ideas and guidelines of the branding. Catchy sentences were used to get the viewer's attention just like sentences to try to get them to share their experience at the shop were used as well as posts to share important information. The photos used were downloaded from freepik.

Mobile App Design

By using Adobe XD an interactive mobile app design was created in order to help the customer to order ice cream from his/her own house. The customer would be able to see the list of products offered by Funday, make a purchase, get the products delivered, get notifications, chat with an employee to ask questions or give complaints and get information about the store hours, contact information and location.
For this process, all the brandig and packaging designs and mockups were used.
At first it was necessary to create a site map, in order to organize all the pages and their connections between one and another. Second, wireframes in black, white and gray were created in order to better understand and create the layout from the main screens of the application. Lastly, the design was created and a video showing how the interaction between the screens work was recorded.