— MNTL

Branding

— ROLE

Brand Identity

Packaging

Social Media

Creative Direction

— DATE

March, 2026

MNTL was a full branding project developed for an ice cream brand focused on making emotions feel normal, expressive, and approachable again. My role was creating the visual identity, brand guidelines, packaging system, social media direction, and overall creative strategy.

The challenge was building a brand that could talk about emotions in a playful and optimistic way without feeling too serious. To solve this, I developed a bold and expressive visual system using vibrant colors, emotional iconography, and relatable messaging that turned feelings into a core part of the brand experience. The result was a fun and emotionally driven identity that made customers feel seen while positioning MNTL as a welcoming and uplifting brand.