Brand identity development
Creative concept development
Hard Edge was engaged to develop branding for a new chain of premium ice-cream venues being launched in Bali, with plans for international expansion. The branding needed to reflect the product as fun, high energy and exciting and, given the launch location, combine an Asian edge with Western sensibility.
We developed a brand value proposition and tone of voice that reflected the exciting product offering and would connect with the target audience. We then created a modern and fun brand that spoke to the dynamic youth market, with a particular focus on digital and social media. ‘XOXO’ was chosen as a contemporary, fun and inviting name that reflected the texting language of the audience and fit perfectly with the exciting and theatrical retail environment of XOXO ice cream.