Creating a new brand: Happy Belly
Role - Owner (Personal Work)
Status - Complete
*This is a brand development guide - capstone project completed for Specialization in Graphic Design with California Institutes of the Arts.
Desserts for everyone.
Happy Belly started in 2019 by a talented chef named Liz. At first, She started making homemade ice cream for her friends and family, many of them with gluten, dairy, and coconut allergies. They loved the ice cream so much, and words spread throughout the neighborhood as orders overwhelmed Liz’s kitchen. She decided to use her life savings to open up a small ice cream shop in a converted gas station in Portland, Oregon. This was the first truly allergen-free ice cream shop in the city. It became a famous brand known for quality ingredients, unusual and delicious flavors. Today, Happy Belly is one of the top allergen-free ice creams in the world.
Brainstorming
Brand PHILOSOPHY
1. Quality 2. Happy 3. Allergen-free
Contemporary References
Historical References
Type Exploration
Logo Development
Final Logo
Color Palette
“Belly” Mark
Brand Application





