This beautiful identity project was created by Futura, a design studio in Mexico for Cloud & Co, a gelato company in the Middle East.
Cloud & Co. is a traditional gelato store located in Qatar. Futura designed an identity that would differentiate C & Co. from all ice cream shops and gelato stores while seducing consumers with this new gelato culture.
Taking as inspiration the impossible scenes of Escher, the studio create illustrations where everything is possible, where your dreams come true, where things without sense are the norm. A fantastic world of pastel skies and cotton candy clouds. Futura also uses geometric figures eye-catching colors, that combined with a minimalist but fun logo, that complements the intricate illustrations.