Create a different, innovative identity for an ice cream brand that's making history.

"icyfy" or "ICYFY"

We create lasting memories on tasters' tongues. We stimulate devilish cravings that have to be fulfilled. We turn the dispassionate into a frenzied fan and promoter of our products. We do this through the world's finest, freshest, naturalest, most innovative, made-to-order, personal, custom flash-frozen desserts - from ice cream and frozen custard, through frozen yoghurts, sherbets, sorbets and (way way way) beyond. There are no corners to cut in our offerings. Everything we do is about leaving this impression with our patrons: "HOLY SH@# F@$#! THIS IS THE BEST THING I'VE EVER EATEN". Our creations are a lap-dance on the tongue followed by a wild orgy with ingredients. The kind of experience you really ought to keep as discreet a secret to yourself as possible. But oh, will you want to share the love!

Our products are strictly for the discriminating. Beyond the pedestrian "foodies". It's all white gloves, the finest ingredients that can be found anywhere in the world, and innovation day-in-day-out in recipes, techniques, and delivering an unparalleled experience in frozen desserts. We're based in Dubai, so our patrons expect everything to be not 5 stars, not even 7, just all-out best of the best of the best with gold-leaf and diamond encrusting on top. These are frozen desserts fit for royalty, sheikhs, zillionaires, and those ambitious for the lifestyle of the hyper successful.

BUT.... Realizing that frozen desserts are enjoyed by all: young, old, rich, poor, calm, stressed, affluent, down-and-out, and work-in-progress... we also strive to bring all this awesomeness and luxury at accessible price-points. We do this through segmenting our lines based on how elaborate the flavor profiles are, and how much craftsmanship is in each specific order. The bottom line is we have something for everyone, and not once do we compromise on fundamentally blowing away our patrons' minds.

At the heart of our method is an innovation in recipes and equipment (all developed in-house), that allows us to present the taster each day with hundreds of natural flavors from which to choose incorporated with a flash-freezing method (through an specially developed machine). The bottom line: Our patrons get their flavor, and their portions (from single to whole tub) freshly made, in under 4 minutes.

Our identity has to be as bold as our commitment to up-end and forever re-imagine a long-stagnant food category, and produce the world's finest frozen desserts by being classy, innovative, top-shelf, constantly innovative, irreverent, and always ahead of the curve.

We want to avoid every single frozen desserts cliche out there. No cones. No spoons and cups. No maraschino cherries. No melty scoops. 

The logo must look different, innovative, classy, timeless, and sexy. A whole new spin on frozen desserts...in line with our business model. We are up-turning the whole frozen desserts industry, one personal, freshly made, decadent, luxurious, superlative, and uncompromising frozen dessert at a time.

I know this is an ambitious brief, and that to the average designer it reads conflicting at times. But a star designer sees this challenge as an opportunity to tackle something hard - yes, hard. Because we're looking for something mind-blowing. Re-inventing frozen desserts to deliver the best experience in the whole world required innovation across more than 5 different disciplines, in the kitchen, in sourcing and producing fresh ingredients, in the science of flavor extraction, in engineering, software design, and in cryogenics, and has taken almost 2 years to get right. Though we've provided starting points you may jump from, if you're a confident and experienced designer who believes you understand our brief, go ahead, go "off-grid" and off-brief with the aim of blowing us away. WE'LL KNOW IT WHEN WE SEE IT. For your own sake, though, don't waste your time and rehash some known design language and conventions -- we do none of that in our organization, and we will have none of that representing us visually. For the record, we don't believe any of our efforts (visually) has come close to doing the job -- they're just there for history and context for the designers up for the challenge.

Finally, what we're also keenly after, is a *lasting relationship* with the designer or team that delivers what we're looking for. This is the very beginning for us (visually), and there will certainly be follow-on projects for the winner who establishes our design language this early in its development.