CONCEPT. NAMING. BRANDING. LOGO DESIGN. STORE DESIGN. UNIFORM DESIGN. PRODUCT DESIGN. PACKAGING DESIGN. WEB DESIGN. SOCIAL MEDIA.

PERVERTED

I wanted to create a brand experience that would address the dark side of indulgence. There are an endless array of cute, pastel coated, ice cream shops worldwide do not acknowledge the grown-up gormandizer. The double meaning in the name Perverted (soft serve = ice cream with a twist) was the basis for every element of the brand. In addition to designing every part of the brand, store design marketing and merchandise, I created the menu and each recipe from scratch. While PERVERTED is irreverent there is cohesion.

Inspiration for the brand included American prohibition, 1970’s Punk culture scene (London) and some of my favourite “perverted” punks throughout history including Charlie Chaplin, Aubrey Beardsley, Dr. Angela Davis, Prince and Jim Henson.

“The intention is to provoke in an irreverent way. If the idea is too overt it doesn’t fit the brand. The brand is really only as perverted as you are.”

“The space got an insane amount of attention long before we opened the doors. When I designed the the blacked out storefront, I had hoped people would be eager to see inside. That worked better than expected, we’ve had trouble keeping up with the face prints left on the window by our curious customers.”