A dessert brand built for the camera
Concept brand identity for an ice-cream and milkshake bar: a name, a mark, packaging and a social launch designed so every cup becomes content.
Concept project: created by Loor Connect to show our approach. Not commissioned by a client.
The brief
A dessert bar has one marketing budget: the cup in the customer’s hand. If the cup is photographed, the brand grows for free. If it is not, every post has to be bought. We set ourselves a concept brief for a Gulf ice-cream and milkshake bar: build an identity where the product itself is the campaign, from the name to the lid.
What we did
The name, Shaken, works in a sentence (“let’s get Shaken”) and in a hashtag. The mark is a tilted cup with a drip that doubles as an S, so it reads on a 1-centimetre lid sticker and on a shopfront. We gave the brand two colours and no gradients, so a cup is recognisable even in a blurry story.
The packaging is designed for the camera first: a tall clear cup with the logo placed where a hand does not cover it, a lid with a flat top for toppings, and a sleeve with one bold stripe that stays visible in a close-up. The launch kit holds thirty posts and stories built from product shots and short vertical video, with a hook in the first second and the name in the last frame.
The result
A concept, not a launch, so there are no sales to report. What it shows: how we take a product with a tiny budget and make the product do the marketing. The same thinking applies to any food and beverage brand that lives on social media.
