Concept · Branding · Content · Space

2016

Ice Crime

Ice Crime was a handmade ice cream concept built from the ground up to challenge what ice cream in Norway could be. The entire concept and brand were developed from scratch, positioned around the ambition to create Norway’s best ice cream while pushing the boundaries of flavor, presentation, and cultural relevance. The brand was designed to speak to a young, socially conscious and demanding audience, with strong emphasis on visual identity and social engagement. The scope covered concept development, brand strategy, logo design, typography, and a full illustration universe that became central to the brand’s expression. Ice Crime operated through multiple formats including a vintage American ice cream truck, a brick-and-mortar storefront, festival pop-ups, and a custom ice cream bicycle. The food truck and bicycle unit were fully designed, and the production kitchen and retail space were built out to reflect the brand’s bold and playful personality. Menu development, photography, illustration, and all visual content were developed in-house. This included social media campaigns, product photography, and ongoing content creation. The result was a cohesive and highly recognizable brand that functioned seamlessly across street presence, retail, festivals, and digital platforms.