Ice Queen’s Paradice
Rebranding, Ice Queen Development Booklet Final Year Project 1300972E 1305361F
Daphne Chang Nadiah Rozali
Content Page
Project Synopsis Concept Development
Pg 1 - 5 Pg 6 - 16
Final three concept exploration
Pg 17 - 31
Final Concept: Paradice
Pg 32 - 80
Appendix
Pg 81 - 88
Project Synopsis
Aims & Objectives • To transform Ice Queen into your favourite and your first choice of liquid nitrogen outlet. • To rebrand Ice Queen’s concept with a fresher and unique approach that targets the working young adults. • To promote Ice Queen to the public through our advertising mediums and interactive website. Project Description Ice Queen has been known for selling the best liquid nitrogen ice cream in Singapore especially for their soft, rich and fluffy texture. They serve local to fusion flavours that can cater to any tastbuds. It has recently moved from a family recreational area to a central business district area with a new target consumer – working young adults. We noticed that their current brand concept lacks of a coherent identity to the new consumers as well as their new rising competitors. With our Ice Queen Paradice as a solution, we believed that Ice Queen can continue to keep up in their new environment and be Singapore’s favourite and trending liquid nitrogen ice cream. 1
Research Firstly, to differentiate what is used in making liquid nitrogen ice cream. Checking on what are the important properties and the benefits of using liquid nitrogen.
From the research above, we begin to explore on which factor that we want to focus on. By having mindmap(s) of the synonyms related to the keyword.
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Research
All rights reserved. Ice Queen© Image Source: Ice Queen’s Facebook Retrieved from https://www.facebook.com/icequeensg.
Ice Queen’s original concept of elegance by having a black & white theme. Tagline of “Royally Delectable”. Known as an ice cream palour. From their facebook page, we can find the different graphic style implemented on the timeline posters done by Ice Queen.
All rights reserved. Ice Queen© Image Source: Ice Queen’s Facebook Retrieved from https://www.facebook.com/icequeensg.
Facebook and Instagram of Ice Queen has not been regularly updated. 3
Research To find out more on how Ice Queen’s shop look like, we head down to One Raffles Place, their new outlet location after moving from a family recreational area (East Coast Park).
All rights reserved. Ice QueenŠ
They did not focus on selling their liquid nitrogen ice cream that was previously famous and started selling breakfast sets to cater to the office workers in the area.
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Research Taking a look at the ways Ice Queen’s packaging advertises their shop. They lack of brand identity, only a sticker can be found on the ice cream cup below.
We have conducted a persona survey receiving 19 response inquiring on their impressions between normal ice cream and liquid nitrogen ice cream. (See Appendix A1 for a copy of survey results) 5
Concept Development Concept 1: Real–Ice USP: Natural Tone: Serious, Classic, Vibrant Ice Cream is made naturally, without any additional preservatives or additional fat, hence, it is a healthier choice if it’s made with liquid nitrogen. Ice Queen’s natural beauty. Let the target audience know the ingredients in the ice cream, focusing on “NO PRESERVATIVES/NO ADDITIONAL FATS”.
Concept References:
Image Source: pinterest.com, google.com
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Concept 2: Ice Tale USP: Royal Texture Tone: Elegant, Lively, Fun This concept is more of classic fairytale but using ice theme. Ice cream fairytale twist. Imagine ice cream as a prince, princess, king or queen. Or even any of the classic fairytale characters. The characters are in the form of either an ice cube or ice cream. Have the character saying: “Amazing”, “Incredible”, “Awesome”, “Fantastic”, “Divine”, “Rich”, “Delish”. Concept References:
Image Source: pinterest.com
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Concept 3: Frost Bite USP: Ice Frost & Cold Tone: Weird, Quirky, Funny but creepy Creating characters of Monsters / Aliens / Ghost & Supernatural. Imagine frost bite as biting super cold stuffs OR frost is like snow covered ice which is similar to ice cream or shaved ice. Another way to interpret is e.g DragQueen is a cold creature and instead of teeth fangs, changed it to icy fangs. Using caption like “i can feel the silkworms” to describe the liquid nitrogen ice cream’s silky texture. Concept References:
Image Source: pinterest.com, google.com
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Concept 4: Brain Freeze USP: Freeze & Liquid nitrogen as a chemical element Tone: Scientific-ish, Quirky, Crazy Bring target audience into a laboratory atmosphere. Use instruments like freeze metre, thermometer, flask, ice tongs and etc as part of the elements. Exaggerating the cold feeling by having elements of interior look of brain being blue, or purple–blue to act as brain freeze illusion. Concept References:
Image Source: pinterest.com
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Concept 5: Nitrogen Word–Play USP: Nitrogen Tone: Fun, Lively, Science Plays around with creating words with the chemical symbol; “N”. Usage of the chemical symbol of Nitrogen, N. Some e.g N–ice Cream, etc (Can form chemical bonds with nitrogen or plays with the atoms). Concept References:
Image Source: pinterest.com, google.com, tumblr.com
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Concept 6: Chemi–bol Concept (Chemical Symbol Acronym) USP: Nitrogen as an element in the periodic table Tone: Fun, Science-ish, Lively, Cool As Nitrogen can be found in the periodic table. We thought of using the periodic table as a concept to think of the ice cream names from acronyms. (e.g Sugar High = SH) Concept References:
Image Source: pinterest.com, google.com
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Concept 7: Being literal USP: Fresh Made Tone: Humoristic. Photoshop based graphic styling. Implementing unrealistic humor with different elements. An example would be: Ice Queen’s staff cutting ice from “iceberg” to be mixed with the ice cream cup that he or she is making for the customers. Concept References:
Image Source: pinterest.com, google.com
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Concept 8: It’s that fast USP: Fast Tone: Serious, quirky Photoshop based graphic styling and video advertising. This concept is more of how we interpret the word “flash” and “fast”. Some examples would be: • Use character like The Flash (superhero) and combine it with ice cream. • Racing car combination with ice cream. • Photographer is taking a photo, *click flash*, suddenly ice queen’s ice cream on the person’s hand that is posing for a picture. Concept References:
Image Source: pinterest.com, google.com
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Concept 9: Ice Clean USP: Clean and cold. Tone: Humor Photoshop based graphic styling. If interprete by the word “clear�, then our execution wise will be the concept of having very transparent and see through elements. Another way is to use germs-free as a concept as it makes it so clear and shiny looking Focusing on the fact of liquid nitrogen ice cream have no germs. Concept References:
Image Source: pinterest.com, google.com
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Concept 10: Icy Cold USP: Cold Tone: Funny Usage of the environment setting of Antarctica/Arctic where the area is very cold and freezing. Also able to include animals/things that people will think of antarctica. E.g: penguin, polar, icicle, igloo, mountain, iceberg, ice sculpture & etc... Concept References:
Image Source: google.com
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Concept 11: Heaven/Sky/Parad–ice (Paradise) USP: Cloud Vapour (Liquid nitrogen when in contact with warm air) Tone: Real & Cute Describing the fog/vapour that was produced during the ice cream making process which looks like heaven. Additionally, the ice cream has a soft texture just like the clouds. People will describe nice food with the word “HEAVENLY”, “It taste like HEAVEN.” Concept References:
Image Source: google.com
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Futher exploration of three concepts Ice Tale, Frost Bite & Paradice ICE TALE Derived from Ice Queen’s USP of rich texture, we relate it to the word “Royal.” Giving Ice Queen’s ice cream a royal twist concept to reinforce their rich and royal texture. Applying Pop Art graphic styling illustrations to interpret elegance unlike the current style. Introducing the ice cream as a royal character – King, Queen, Prince, Princess and having royal elements like crowns and castle. Have the characters praising the taste in a royal way – “Divine”, “Rich”, “Delish.”
Action Man FONT FAMILY
STYLING
MOODBOARD
Deliverables: • Interactive Order Kiosk • Mobile Application • Website • A series of Poster • Royalty Card • Electronic Direct Mailer • Miscellaneous • Showreel
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Logo exploration:
UE Q E IC
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Character Scamps:
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Poster Scamps:
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Website Scamps:
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Fro st
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FROST BITE Frost = Refers to the the ice cream mixture (frost is the coating or deposit of ice and is usually cold and freezing when touched) Bite = Sometimes we call snacks or desserts as small “bites”. Also referring to how the cold ice cream gives a biting feeling to your brain or fingers in a positive manner. We interpret frost bite as consuming freezing cold ice cream. Two main reactions are a brain freeze and numb fingers from holding the cold cup of ice cream. Texture for cold freezing ice cream are usually creamy, crumbly, crunchy, moist, yet velvety. Introduce cold characters like vampires with their fangs biting ice cream. These vampires are craving for Ice Queen’s ice cream instead of human’s blood. Ice Queen’s ice cream lures the vampires to take a bite of the ice cream because of it’s soft and creamy texture.
DOSIS FONT FAMILY
STYLING
MOODBOARD
Deliverables: • Interactive Order Kiosk • Mobile Application • Website • A series of Poster • Royalty Card • Electronic Direct Mailer • Miscellaneous • Showreel
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Fro st
Logo exploration:
Ice Queen
ICE QUEEN
ICE QUEEN
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Character Scamps:
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Poster Scamps:
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Website Scamps:
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PARADICE Interpretation of a paradise has relation to the blue sky, clouds and the beautiful and peaceful environment. Similar to the clouds’ texture of soft and fluffy, we relate it to Ice Queen’s ice cream texture. Ice Queen has the whole package of heavenly taste and soft texture, making customers feel like they are in paradise. A new imaginary world, Paradice that is surrounded by ice cream and antarctica elements or animals. Enforce on how good the liquid nitrogen ice cream tasted. Makes people go, “It tastes like Heaven”, “This is Heavenly”, “I’m in paradise”. Ice cream are cold and freezing, we use the cold chilly areas for the “paradice” environment..
AROLY WASK NEW
ARGON
STYLING
MOODBOARD
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Deliverables: • Interactive Order Kiosk • Mobile Application • Website • A series of Poster • Royalty Card • Electronic Direct Mailer • Miscellaneous • Showreel
Logo exploration:
U Q EEN E C I
ICE ICE QUEEN
QUEEN
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Animal scamps:
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Environment scamps:
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Poster Scamps:
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Final concept chosen to execute: Paradice We started exploring on a more in–depth approach to make the geometric polygonal style where the design is seen to be more outstanding. Applying it onto the logo and all deliverables.
Logo sketches with implementation of “iceberg” and “crown” to form our Ice Queen’s Paradice logo.
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We begin to transfer sketches into digital sketches, playing with colours and typography.
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We picked out a few logos and started exploring on font and placement of typography.
ICE
QUEEN ICE QUEEN ICE QUEEN
ICE QUEEN
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ICE QUEEN
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Final Logo
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Dots are being removed for a cleaner look.
Black & white for formal documentation.
Inverse white for a clearer contrast against dark background.
Futura Font Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&
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Next, we plan out the environment and animals. To fufil the quirky vibe; elements like scarf, skates and hat are added onto the animals.
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Initial home page design as a space environment bringing our audience into our paradice of wonders, it was removed due to the dark atmosphere not fitting in with the overall cheerful and bright theme of our website design.
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Instead of discarding, we reused the elements and form out a loading page sequence into a gif file.
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The antarctica environment were splited into 3 – the whale haven, seal haven and penguin haven. The following images are the process of how elements are being placed together after multiple edits.
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An environment with igloo as the Ice Queen shophouse.
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Interior of igloo shophouse where we allow you to navigate and interact with many objects to find out more about Ice Queen and their products.
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Behind the scene; the kitchen. Let audience briefly understand what were used in making liquid nitrogen ice cream.
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Screens for Interim 2 Changes had to be made from feedbacks. Elements are a little bit inconsistent.
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Final Screen Ui Design Website has interactivity and animations of animals. Popups are given a colour for each section to maintain consistency. Ice Queen Avenue and Kitchen were revamped with a more icy environment feel.
The Environments These are the final environments of the website. Left to Right: Space Splash Page, Penguin Haven, Whale Haven, Seal Haven, Ice Queen Avenue and Kitchen.
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Final Screen Ui Design Website has interactivity and animations of animals. Popups are given a colour for each section to maintain consistency. Ice Queen Avenue and Kitchen were revamped with a more icy environment feel.
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Final Screen Ui Design
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Illustrated fruits that are not used to represent as the fruit icon instead we go for fruit cubes as they are easier to depict it as toppings.
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Poster design sketches. Only two was picked out to continue for digital explorations.
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Adding on our animals onto the poster, and the ice cream’s names were replaced with quirky titles. Placement of tagline is also adjusted multiple times to find the best layout balance.
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Final Poster Two
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Final Poster Three
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Final Poster Four
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We revamped their ice cream cup design that was previously made of plastic transparent cups. We go for paper cups that would allow more decorations to be presented on the cup. To maintain consistency in design, elements like the scarf was placed in the cup design. The final look of the cup design gives off a more solid and mature feel overall.
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Loyalty Card sketches and design tryouts Ice Queen loyalty card is for customers to add on value and use it at the shop for payments instead of using cash. Measurement: 90mm x 90mm
Version 1, rejected because the graphic is not engaging enough and is not consistent to the other deliverables as it does not have our animal graphic that were used in our posters and websites.
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Final version.
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Business Card sketches and design tryouts Business card made for convenience of any potential customer that passby the shop. The business card allows customers to keep in touch with Ice Queen and find Ice Queen’s location and spread it to their friends and families. Measurement: 90mm x 54mm
Experimenting with logo placement and colour exploration.
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Mobile application wireframe. Functionality: Order ice cream, change account setting.
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Version 1, background facets are too pastel and colourful. The design does not match with our other deliverables.
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Final version of mobile application, ice blue theme and implementing colours of the ice cream/toppings.
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Ice Queen order Kiosk These are the kiosk design sketches.
Ice Queen order Kiosk Final Kiosk Design
Screen
Credit Card Slot Card Scanner Receipt Printer Cash Slot
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Ice Queen Order Kiosk wireframes sketches Functionality: Order, pay and add value to loyalty card.
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Ice Queen Order Kiosk UI screens Functionality: Order, pay and add value to loyalty card.
Pick Your Menu Choice Either Ice Queen Creations or Customise your own creation in 4 simple steps.
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Ice Queen Order Kiosk UI screens Functionality: Order, pay and add value to loyalty card.
What’s Ongoing Now Find out Ice Queen’s ongoing promotions so you won’t be left out.
Top Up Card Check your balance and add value to your Ice Queen loyalty card via our kiosk. Payment by notes or credit cards.
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Ice Queen Order Kiosk UI screens Functionality: Order, pay and add value to loyalty card.
My Cart Check your cart, make edits and pay at check out with your Ice Queen loyalty card.
Check Your Order Check your order status via our kiosk. Simply scan the QR code on the screen using our Ice Queen app.
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