BAJO ZERO ("Below Zero"), Mexican artisan ice cream brand - LIVE PROJECT
The brand was established by a young female entrepreneur from Hidalgo, Mexico with a passion for ice cream looking for a friendly, modern and cool identity - pun intended.
Mexicans have a strong sense of identity with "Rosa mexicano" ("Mexican pink") being considered the colour of a nation. The name "BAJO ZERO" is spelt sightly differently to what it should be in Spanish, with a "z" instead of a "c". Whilst this adds a unique touch and great recognition factor, the readability of the chosen typography was extra important.
The new brand identity is simple and refined with a nod to ice cream scoops and combines aspects of Mexican culture in a modern and elegant colour palette.