Storytelling / Tone of Voice / Communication / Identity Design / Motion Design / Campaign / Illustration
Unapologetic Cravings
Frocco is a fictional ice cream brand born out of a desire to explore identity through the lens of flavour, emotion, and chaos. Inspired by the romance and heat of Italian summers, Frocco embraces maximalism and play with a brand world that leans into spontaneity, craving, and the beautiful mess of indulgence.
The concept draws on elements of la dolce vita - striped umbrellas and vintage beach culture - while twisting it with a tone of voice that’s unfiltered, sassy, and deliberately a little unhinged. Here, emotional eating is an aesthetic, not a guilty pleasure.
Hello, World!
A brand made to melt
Frocco blends expressive design with vintage flair, channelling the playful chaos of an Italian summer in full emotional meltdown.
Flavour leads the colour story - bold and pastel yellows for banana, deep cocoa and soft pinks for chocolate, rich greens and airy pistachios. The palette strikes a balance between indulgent and inviting, giving the brand warmth without losing its edge.
Typography brings structure with narrow, bold serifs - nodding to retro Italian signage - while the custom logotype adds movement and mischief. Designed to drip, stretch, and melt in motion, it mirrors the product and the feeling: soft, sweet, and a little unhinged.
Cheeky illustrations and loud, emotionally charged copy inject Frocco with its true attitude - indulgent, unapologetic, and gloriously over the top. This is a brand that celebrates craving, chaos, and the art of not holding back.
