Moo & Taste

Artisanal Australian Farmers Ice-cream

A blend of quirky & premium

Brand Strategy
Visual Identity

DELIVERABLES

  • Brand Strategy competitor research for a long-lasting brand to stand out and sell.

  • Full Visual Identity for print and digital

  • Full Packaging Design

  • Full Brand Guidelines

  • Brand Launch Guide

  • Merch and Stickers

  • Animated Logo

  • TIME-LINE : 4 WEEKS

CHALLENGE AND GOALS

Moo & Taste is an local farmers Ice-cream brand I worked on for 4 weeks, I wanted to explore how a fun mascot and clear concept could create emotion, story and a genuine connection with the target customer. ​Ellie from Moo & Taste came to me needing a full brand identity system for her new Australian Ice-cream Brand. The branding had to deliver a premium, sustainable and playful feel for the brand that showed off the local farmers produce while attracting world-wide customers to local stockists.

The challenge was to show that something delicious but not reinvented, can fit naturally into everyday life and be the “I NEED THAT” moment on shelves.

THE STORY

Every aspect of the design ties back to the core concept of fun yet healthy local indulgence. This shows up first in the cow mascot, where smooth forms that reflect ice-cream meet clean ingredients yet exciting flavours.

Designed with the intention of blending fun personality and farmers culture with vivid, bold design. The brand design itself was inspired by my hometown in France where the cows roam free and delicious local Farmers market produce is consumed generously.

A crumpled paper ice cream container with a cartoon cow's face and the word "Ice-creams" on the front, featuring purple accents.
Packaging
A person holds a wooden stick with a round, breaded ice cream treat above a cup of soft serve ice cream. The cup has a cow logo and the text 'Moo E Taste' on it. The ice cream is topped with chocolate syrup and contains two cookie-like treats.
Two printed photographs of Moo & Taste ice cream: one depicting a scoop of ice cream in a cup with a dog and meadow background, and the other showing a swirl of ice cream in a cup with chocolate toppings.

The Concept

From the very beginning, we knew Moo & Taste needed a mascot that felt warm, playful, and instantly connected to the product. The goal wasn’t just to design a cow it was to create a character that embodies fresh, handcrafted ice cream and the joy of farmers market culture.

Logo mark breakdown

A drawing illustrating a math puzzle: a cone-shaped ice cream plus a cow face shape equals a cow-themed ice cream with purple ice cream and a face with tongue sticking out, labeled 'Ice-creams'.
Cartoon illustration of a cow's face with its tongue sticking out, framed with a white outline. The cow has purple accents on its face and large black ears. The word 'Ice-cream' is partially visible at the bottom of the drawing.

The concept was inspired by Australian meadow fields and slow, simple pleasures. The soft lavender tones reference open fields and calm summer evenings, while creamy whites mirror the richness of freshly pasteurised ice cream. To bring the product directly into the mark, the cow’s horns were reimagined as ice cream cones merging mascot and product into one memorable, own-able symbol.

By keeping the shapes rounded, friendly, and slightly imperfect, the logo feels approachable and nostalgic rather than corporate. The result is a mark that’s recognisable at a glance, playful without being childish, and rooted in the honest, feel-good values of Moo & Taste: fresh ingredients, local craft, and ice cream made to be enjoyed in the moment.

Moodboard :

Cartoon cow's face with tongue sticking out, and the words "Moo & Taste" below it.

The Logo Suite

Logo for Andy's Artisan Ice Cream, established in 2024, with a cartoon cow sticking out its tongue, surrounded by purple and black text.
Cartoon illustration of a cow's face with its tongue sticking out, showing the word 'ice-cream' curved below.

Typography & Colour palette

Three overlapping circles in purple, orange, and white colors.
An infographic showing font styles: Luminaire Script as the primary font and Adam Display as the secondary font, with examples of each font's alphabet and numbers.

For the logotype I chose this beautiful picket fence typeface Adlam which marry's up the to the logo mark perfectly. The type had to exude this friendly, relaxed yet sophisticated feel to it. The brand had to have a slightly playful and nostalgic feel to it so by choosing this type with slightly rounded edges, it hit the mark right away. Paired with a playful cursive handwritten font to ad dimension to the brand and refer to the handmade artisan produce.

For the colour paletter a lavender purple to refer to the flowers in a wild farmers meadow, orange for the sun and warmth, and cream for the fresh artisan ice-cream !

Stylized logo with the text 'Moo & Taste' in handwritten font, with 'Moo' in black and '& Taste' in black, set against a black background.

The Packaging

Two ice cream product packaging designs for 'Moo & Taste' brand, featuring a cartoon cow and flavor details. One box shows nutrition facts, flavored with chocolate chunks and honey vanilla with a purple and black color scheme.
Crinkled paper ice cream container with a purple and white design featuring a cartoon cow and the word 'ice-creams'.
Two ice cream product labels, the first labeled 'Artisan Ice Cream' with a cow cartoon and the text 'est 2024 Bondi Farmers market,' featuring natural ingredients like caramel chunks and honey vanilla, with a purple and black color scheme. The second label partially visible says 'Ice Cream' with similar colors and design.
Two clear plastic bags with cow-themed stickers, one reading "Ice-creams" and the other "Moo & Tasty."
A comprehensive presentation of Moo & Taste branding, showing logo design, packaging concepts, pattern, typography, and branding assets with purple, orange, and black color schemes, featuring ice cream cups, branding materials, and product mockups.
Two colorful shopping bags with cow designs and ice cream branding, one purple and one orange, on a table.
Close-up of a Moo & Tasty ice cream brand keychain on top of ice cream packaging.
A cup of chocolate ice cream with brown and white swirls, with a spoon inside. The cup features a cow cartoon with ice cream on its head.
Multiple containers of Moo & Taste ice cream, featuring a cartoon cow logo, flavor Chocolate Chunks and Honey Vanilla, with pastel purple and yellow packaging.
A purple outdoor sign advertising Moo & Taste ice creams with a cartoon cow face and a metal bench in front.
READY TO BAND YOUR PRODUCT ?