The challenge

This project was one of my first real-life branding assignments and was a competition in which the 'Belgian Icecream Group' (also known as BIG) wanted a rebranding of their 'Best Price'-line. An important part of the project consisted of creating a new name. The name needed to meet several criteria:

• It must be short

• The Belgian origin must be clear

• It must be internationally recognisable

New name and slogan

Ultimately, the name ‘Allice’ was chosen because it carries a double meaning, both of which are fitting for the brand.

First of all, Allice is derived from the name ‘Alice’, a name that is common in Belgium and even ranked in the top 10 Belgian girls' names in 2022. It is also a name that is internationally recognisable and familiar, as it appears frequently in neighbouring countries.

Additionally, Allice combines the English words ‘All-Ice’, which reflects the brand’s strong positioning in the international ice cream market.

"Allice combines the English words ‘All-Ice’, which reflects the brand’s strong positioning in the international ice cream market."

The chosen slogan is ‘Access Happiness', which also has two components.

Firstly, the word ‘Access’ signifies that this ice cream will be introduced to a new audience that the Belgian Icecream Group has not previously reached.

Secondly, the word ‘Happiness’ is associated with eating ice cream and the joy that it brings. As was said during the initial introduction: “There’s never been anyone who didn’t feel happy after eating an ice cream.”

Brand symbol

The logo features a brand-new typeface uniquely designed for this project. The name is represented in a playful style, chosen deliberately to create contrast with other brands under the Belgian Icecream Group, such as IJsboerke and Glacio, which use a more streamlined logo.

A wordmark was chosen to avoid any confusion about the spelling of the name. The slogan, positioned below the logo in a clean, precise font, contrasts with the rest of the design, ensuring the brand doesn’t come across as a children’s ice cream.

The letter ‘i’ in the name forms an ice cream cone with a scoop on top, enhanced by a small drip running down the cone. This element ensures, even without reading the name, it’s clear the company's main objective is to sell ice cream.