XOXO Ice-cream


XOXO Ice-cream

XOXO Ice-Cream

Brand identity development
Brand strategy
Creative concept development
Digital design
Graphic design

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.



Hard Edge

Hard Edge, 337 Moray Street, South Melbourne, VIC 3205