MICO HELADERÍA by Mingo Estudio: Mico is an ice cream parlor located in the Historic Center of Morelia, Michoacán, Mexico, whose joyful and evocative spirit inspires us, a brand identity design project.

Rounded shapes and edible-looking tones define the visual language of this dessert shop. Mingo Estudio centered the brand identity design around the phrase “Todos queremos” (We all want), using it as a graphic anchor to tap into the universal craving for a treat. The studio paired playful typography with a palette of warm, bright colors to target a wide demographic, ranging from families to younger crowds.

A playful approach to brand identity design

Mingo Estudio implemented a system of soft, circular forms that mimic the texture of ice cream. The visual language extends across various touchpoints, including shop signage, packaging, and social media assets. Within the physical space, orange tones and yellow furniture interact with the graphic elements to maintain a consistent atmosphere. The project also features motion work that brings these rounded compositions to life. This cohesive brand identity design relies on a friendly, accessible tone to communicate the shop's essence.

See the full project by Mingo Estudio on Behance.

MICO HELADERÍA hero shot — brand identity design by Mingo EstudioMICO HELADERÍA detail view — brand identity design by Mingo EstudioMICO HELADERÍA system overview — brand identity design by Mingo EstudioMICO HELADERÍA composition detail — brand identity design by Mingo EstudioMICO HELADERÍA alternate view — brand identity design by Mingo EstudioMICO HELADERÍA application detail — brand identity design by Mingo EstudioMICO HELADERÍA context shot — brand identity design by Mingo EstudioMICO HELADERÍA closing detail — brand identity design by Mingo Estudio