This was a class project where we got the chance to fully craft our own brand from the ground up and create a full set of collateral, digital applications, products and a brand story.
Icy is a high end sneaker boutique which offers new releases, consignment and sneaker repairs. Essentially, you could go here for all of your sneaker related needs. The concept originated from the style of a 1950's ice cream or candy store, which I wanted to connect metaphorically with sneakers.
The name "Icy" originates from the term in sneaker culture "icy soles" which is used to describe the clear blue sole on a sneaker. This is often a sought after feature and has positive connotations of being brand new and fresh.