Maitiu’s is an imagined small artisanal ice cream brand. Using artisanal methods, Maitiu handcrafts his ice cream in a way that allows the natural flavors to shine through, avoiding artificial additives and preservatives. To express Maitiu’s disctinctive, hand-crafted identity, I illustrated brand touchpoints using free flowing handlettering and playful illustrations that feel friendly and personal, rather than corporate and mass produced. The visual identity expresses the vision of an ice cream brand that does good from harvest to scoop.