Student Project
Duration
Jul 18, 2025
Where every bite brings you calm and comfort.
CHILL reimagines an ice cream brand for busy, neurodivergent young adults who want moments of calm without sacrificing fun. The project deliverables included brand strategy, audience definition, identity, packaging, social content, and a responsive website concept presented as a short investor‑style pitch. The brief emphasized clarity of the brand’s why, differentiation from competitors, and a strong through‑line from strategy to visual execution.
I Mastered crafting a cohesive, accessibility-first brand identity—from strategy and design system to multi-touchpoint mockups—translating user empathy into scalable, investor-ready visuals.
Many ice cream brands lean heavily on loud visuals, which can feel overwhelming or child like for young professionals seeking comfort and sensory ease. This created an opportunity to position CHILL as a gentle, sensory‑considerate alternative that still feels joyful and social. The brand needed to communicate calm, inclusivity, and indulgence in a way that was quick to understand and easy to apply across digital and physical touchpoints.
Brand Statement :
A world where indulging in the simple pleasure of ice cream brings calm, connection, and care making each scoop a small act of healing for individuals, communities, and the planet.
In response to the brief’s requirement for a unified design system, CHILL’s visual language uses soft pastels, rounded typography, and simple iconography that can scale from packaging to UI components. Ensuring consistency across packaging mockups, ads, website layouts, and social posts while keeping the experience light and approachable. This system also supports accessibility by maintaining sufficient contrast, clear hierarchy, and predictable interaction patterns across screens.
CHILL's social media presence uses playful pastels and quick, soothing animations to foster community around small moments of calm, drawing in neurodivergent young adults through accessible, low-pressure Instagram and TikTok content
This project sharpened my ability to weave user empathy into every layer of a brand system, from research-driven personas like Emily to accessible UI patterns that scale effortlessly across touchpoints. Balancing playful pastels with professional polish taught me the power of restraint in design proving that calm can captivate investors as effectively as bold competitors. Next, I'll prototype interactive flows to test real user engagement with CHILL's soothing experience.
What I would do Differently
Next time, I'd conduct early user testing with neurodivergent participants to refine Emily's persona and validate soothing interactions before final mockups, ensuring even stronger emotional resonance across touchpoints
