Since the brand name AMICI means friend, we illustrated this using the letters i’s which, when combined, looks like two people working together to create an ice cream.
Since the brand target market is young adults who are looking for newer alternatives for ice cream, we decided to create a branding that they can relate to. With this in mind, we decided to develop the logo using a script typography. Not only does this create a sense of homey-ness and fun, it also conveys the affordability factor, too.
The colors used in this branding is red and green, which are the main colors of Italian flag, to further insinuate the rich flavor of gelato that they will taste in Amici.