Miami Ice - Brand Identity Refresh

Role: Graphic Designer

Collaborators: Bicolor Corner

Overview:

Miami Ice, a rapidly growing iced coffee brand, sought to enhance their brand identity to better reflect their unique personality and market position. The company was facing challenges with inconsistent branding, including multiple logos that lacked cohesiveness.

Challenges:

Defining a visual identity that effectively captured the essence of "iced coffee" while aligning with their upcoming "on-tap" launch presented a significant challenge. Additionally, navigating diverse client preferences and guiding them towards a cohesive direction required careful consideration and effective communication.

Our Approach:

As a Graphic Designer, I collaborated closely with Bicolor Corner and the Miami Ice team to address these challenges. I began by conducting thorough brand research and competitor analysis to gain a deep understanding of the market and identify key brand differentiators. I then worked closely with the client to define brand values, target audience, and desired brand positioning. Based on these insights, I developed and presented three distinct logo concepts, each with a unique approach to representing the "Miami Ice" experience. These concepts explored visual elements inspired by ice cubes, cold brew aesthetics, and the "on-tap" experience. Throughout the process, I effectively communicated design concepts and rationale to the client, providing valuable insights and recommendations to guide their decision-making.

Conclusion:

This project successfully addressed Miami Ice's need for a cohesive and memorable brand identity. By effectively communicating design concepts and rationale to the client, I played a crucial role in guiding their decision-making process. This project demonstrated my strong design and problem-solving skills in a collaborative environment, showcasing my ability to effectively translate brand strategy into compelling visual identities.