The Dessert Den

The Dessert Den needed packaging that could stand out on a shelf, or on a trailer at a busy agricultural show, without losing the artisan feel of their gelato. Working freelance alongside my full-time role, I designed the logo and full brand identity from scratch. From there, the identity had to work hard across a lot of different formats: ice cream tub packaging, loyalty cards, gelato menus, the serving trailer itself, and the feather flags used to catch attention outside it on show days. Every touchpoint needed to feel consistent, whether someone encountered the brand on a counter or across a field. The result is a bold, playful identity that carries the same personality wherever The Dessert Den turns up.