EW! Eatery

Creative Director: Caleb Heisey

Comprehensive brand world of a tongue-in-cheek ice cream parlor that dares consumers to take the plunge and experiment with some unconventional ice cream flavors



The ice cream industry sometimes promotes themselves as delicious to the point of being hyperbolic. Considering this, I aimed to turn that idea on its head and swing in the other direction: market as ‘excessively gross’ in a playful way in order to promote its unusual flavors. In order to engage the consumer and provide a memorable experience, each flavor has its own monster as well as a ‘grossness’ score and traits: allowing a personalized, one-of-a-kind experience.

Brand Identity

When creating the look and feel of the brand, I wanted to get people excited to try these obscure flavors. I decided to make these creatures feel as personalized as possible through giving them their own traits, having an expansive and energetic color palette and making a gritty, hand-done alphabet that would be the voice of the EW! Eatery experience.