This is done for a client in Belgrade, Serbia, and is to be followed up with store branding, menu design, etc. later on.

The concept is to have a confectionery that would change its menu four times a year - by season. It will sell Italian ice creams, strudels, seasonal fruit cakes, gugelhupf, tea biscuits, and many more.

The logo concept

My initial idea was to base the concept around four seasons, but I found a much better concept to work with. Since the store is to be set in Mutapova street on Vračar in Belgrade, that neighborhood is famous for the actors who lived there - many among the greatest Serbian actors who ever lived.

After a few variations, I was set on the design of an ice cream cone with the addition of an Italian amphitheater that at the same time is a hand holding the cone, with an ice cream / the sun in the back.

Usually, I'm not a fan of more than two concepts or ideas in a single mark, but for the fully illustrated version of this one - I was pretty happy with how it turned out and how well it showcased the geographical spirit I was set on.

The logo was developed into a simplified pictogram, typographic symbol, and logotype both in Latin and Cyrillic.