The Concept
Bīngqílín (冰淇淋) is a conceptual ice cream brand that merges contemporary minimalism with a playful, energetic character. At its core, the project explores how bold visual simplicity can elevate everyday consumer products, transforming them into memorable brand experiences. By stepping away from the cluttered layouts typically found in the ice cream aisle, the brand establishes a gallery-inspired, high-end presence.

Visual System & Typography
The identity is built around a powerful visual contrast. It pairs expressive typography with refined, clean packaging structures. The seamless integration of English text alongside Chinese characters and Pinyin adds a cross-cultural aesthetic, turning the typography itself into a key graphic element. Paired with a dark, sophisticated green
base, the vibrant neon pops of color for each flavor—Lemon, Watermelon, Banana, and Melon—create an instant visual hook.

Packaging & Execution
Every touchpoint of the Bīngqílín packaging system, from the cubic boxes to the classic popsicles and cylindrical tubs, was designed to feel both approachable and sophisticated. The use of pure, vector-based fruit icons ensures immediate flavor recognition without sacrificing the brand’s minimalist ethos. The result is a cohesive, modern brand universe that appeals to consumers who value thoughtful design as much as the product itself.

Designer : Gevorg Harutyunyan

Location : Yerevan, Armenia

Project : Bīngqílín Ice Cream

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