CLIENT

BAJO ZERO (“Below Zero”), an artisan ice cream brand established by Lorena, a young female entrepreneur from Hidalgo, Mexico. Lorena was looking for a friendly, modern and cool identity – pun intended.

Instagram: @heladosbajozero

CONCEPT

The concept draws on Mexicans’ strong sense of identity, with “Rosa mexicano” (“Mexican pink”) being considered the colour of a nation. The brand “BAJO ZERO” is spelt slightly differently to what it should be in Spanish, which adds great recognition factor. The new identity is simple and refined with a nod to ice cream scoops combining aspects of Mexican culture with a modern and elegant colour palette.