Frankie & Jo’s
Core Brand Identity & Brand Strategy
As a first of its kind, Plant-based ice cream shop, Frankie & Jo’s works to radically shift the way we care both for each other and for our planet with a simple, sweet treat.
Working in tandem with interior designer Katie LeClercq, I developed a brand identity for Frankie & Jo’s that reflected clean, mid-century styling juxtaposed with the bright coloring of the Palm Springs desert. The primary challenge was to find a way to create a brand aesthetic that felt entirely new and playful while remaining accessible- presenting the brand as a modern classic. Named after founder Autumn Martin’s late grandmothers, Frankie & Jo’s primary wordmark features a clean, sweeping sans serif that cleverly joins together. This visual balance of modern fun to vintage classic symbolically joins the style timelines Autumn’s journey which defines the brand.
Frankie & Jo’s brand personality is largely expressed through its graphic illustrations and desert color system. While other aspects of the brand remain rigid and clean for brand clarity, here there is fluidity and punch.
Frankie & Jo’s sub-mark is a continuation of the primary wordmark’s circular system. By using simple, clean features the sub-mark presents as an exaggerated classic.
Photography: Belathee Photography Packaging Design: Fuzzco Illustration Stills: Aaron Bloom