Scoop MKE
This project presents the visual identity and festival materials for a concept Frozen Custard Festival, Scoop MKE.
The street festival is all ages and celebrates community, connection, and Wisconsin’s culinary heritage.
For Scoop MKE, I set out to create a look and feel that is welcoming to all, and also emulates the richness and joy of frozen custard.
To ensure the brand’s identity felt approachable, I explored sans serif fonts and added a bit of movement into the logo by having a letter scoop up some custard.
After going through a few iterations, the final design features the custard being scooped by the C, and MKE featured as the custard’s sprinkles.
The Scoop lettering is based on the Router typeface, which was customized in Illustrator to mimic the organic feel of the scoop itself.
In my research, I found many custard logos have a certain vintage charm to them, which led me to this vintage-inspired color palette – the colors were picked to be reminiscent of various flavorful custards.
Lastly, the checkerboard pattern brings in a fun modern element, and also acts as the waffle cone texture.
Promotional Materials
Festival Deliverables
Scoops
Stickers
Signage
Staff Shirts
Shelter & Storage
