Branding a new global F&B that delivers an indulgent escape of a tropical paradise with an authentic celebration of local and regional tastes.
Paradice is a premium ice cream brand that invites consumers to experience a taste of tropical paradise through indulgent, Southeast-inspired flavours. Rooted in the vibrant landscapes of Southeast Asia, Paradice celebrates the richness of exotic and tropical fruits such as durian, mango, and coconut, transforming them into sophisticated, creamy delights. It is made for those who seek more than just ice cream, for those who crave a sensory experience that feels indulgent, rare, and unforgettable.
Create a brand defined by the authentic fusion of local culinary tradition and the indulgent escape of a tropical paradise
THE CREATIVE CHALLENGE
The Journey of Breaking Ice: Introducing Exotic Luxury to a New Market
- Foreign Market Entry and Brand Recognition: Introducing a completely new brand to a competitive foreign market (China) where the brand has no prior recognition.
- Unfamiliar Product/Flavors: Introducing Asian-inspired flavors, such as Durian, Mango, Coconut which are exotic and potentially unfamiliar to the new market (China).
- Competitive Market & Pricing: Entering a highly competitive ice cream market, the product is positioned as high-quality and premium, requiring a strong brand identity to justify the price and convey its high value.
THE SOLUTION
Overcoming Market Barriers with a Bold, Authentic Brand Vision
- The name Paradice, a blend of “Paradise” and “Ice” evokes a mystical, tropical world that connects the product to its Southeast Asian roots. This storytelling approach invites consumers to experience a sense of escapism and indulgence through the brand.
- Incorporating Chinese characters into the logo strengthens cultural relevance and accessibility, helping the foreign brand resonate immediately within the local market.
- Hand-drawn sketches and illustrations reinforce an artisanal, genuine touch. The thoughtful use of materials, finishes, colors, gold accents, and typography further communicates a refined sense of luxury.
- This cohesive visual and narrative approach ensures the product’s premium value is clearly perceived, encouraging consumers to see Paradice as a high-quality indulgence worth the price.
BRAND NAMING
BRAND IDENTITY
BRAND TOUCHPOINTS
Paradice establishes a seamless and unified brand experience across all digital and physical touchpoints. Its visual identity is deeply intertwined with the vibrant and dynamic Peranakan culture, utilising a compelling graphic system where the intricate shapes of Peranakan architecture, specifically the unique forms of windows, alleyways, and doors. Serve as the core motif. This architectural foundation is joined with illustrations of tropical plants and fruits, forming a rich, vibrant tapestry that collectively asserts the brand’s commitment to authentically embodying the richness of a tropical paradise.
BRAND ROLLOUT
The Paradice brand rollout is supported by a comprehensive brand manual that ensures visual consistency across all customer touchpoints. This essential guide outlines clear standards for logo usage, typography, color palette, and graphic style. It empowers both internal teams and external partners to accurately and uniformly represent the Paradice identity in China, Hong Kong, and beyond.
Working with Paradice has been a truly special and refreshing experience. It was a pleasure yet a challenging journey, pushing us to think beyond conventional ice cream branding and explore storytelling through colour, texture, and craftsmanship. Every detail from the hand-drawn illustrations to the gold-accented finishes became part of expressing Paradice’s spirit: bold, authentic, and full of life.
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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