Meltin's Ice Cream Parlour
Built a larger-than-life ice cream experience that transforms a simple dessert into a destination.
Sector: QSR, Cafe
Services: Brand Identity, Brand Naming, Brand Experience Design, Packaging Design, Cart Design
Year: 2024
Challenge
Nestled in Dwarka, New Delhi, Meltin’s launched as the city’s first outdoor ice cream parlour, designed not just to sell desserts but to create an experience-led destination. With a fixed outdoor setup, the brand needed to attract attention and drive footfall in a competitive, high-visibility environment.
The challenge was visibility and recall. Meltin’s had to act as a visual anchor while maintaining clarity across a wide range of offerings. With dessert consumption being impulse-driven, the brand needed to feel instantly noticeable, indulgent, and shareable to drive both trials and repeat visits.
Solution
Meltin’s was positioned as an experience-led dessert brand rather than a conventional ice cream outlet, with a focus on creating a strong presence that converts visibility into footfall and recall. The cart was designed as a visual landmark, attracting attention from a distance while inviting interaction up close.
The identity system was built to be vibrant, playful, and photogenic, ensuring it resonates across age groups and drives organic visibility. Guided by three core principles, insta-worthy, indulgent, and instant, Meltin’s established itself as a high-recall dessert destination in Dwarka.
Market Understanding & Behaviour Mapping
Before shaping Meltin’s, we looked at how dessert consumption actually works in urban neighbourhoods like Dwarka. Ice cream is rarely planned. It is impulsive, post-meal, and highly influenced by visibility. The real competition is not just other dessert brands, but attention itself in a crowded street environment.
Impulse over Intent
Most dessert decisions are spontaneous, driven by what stands out in the moment rather than prior preference.
Visibility drives Footfall
Brands that win are the ones that can be noticed from a distance and pull people in without effort.
Experience beats Product
Consumers are not just buying ice cream, they are buying a quick, enjoyable outing they can share or remember.
Experience-Led Brand Direction
Instead of treating Meltin’s as a typical ice cream brand, we positioned it as a destination-led dessert experience. The focus shifted from product variety to how the brand feels in space, how it attracts, and how it gets remembered.
From Cart to Attraction Point
The setup was designed to function as a visual landmark, not just a serving unit.
Built for Recall & Shareability
Every element was crafted to be photogenic and instantly recognisable across age groups.
Multi-Occasion Appeal
The brand needed to work for families, kids, and young adults without losing coherence.
Verbal Identity
Meltin’s verbal identity was crafted to feel playful, simple, and indulgent, aligning with the emotional nature of dessert consumption. The tone is light, approachable, and easy to connect with across touchpoints.
Communication focuses on making the experience feel inviting and enjoyable rather than transactional. Messaging remains consistent across in-store, packaging, and digital interactions.
This ensures the brand speaks in a way that feels natural, relatable, and memorable to its audience.
Color, Typography Foundation
The visual foundation was built to reflect warmth, elegance, and a premium European dining atmosphere. A palette of maroon, muted gold, and soft neutrals created richness without feeling loud.
Typography combined display and functional styles to balance character with readability. Together, the system helped Mayfair feel polished across menus, packaging, signage, and branded guest-facing materials throughout the space.
In-Store Packaging
The in-store packaging was designed to extend the overall brand experience beyond just serving. Every element, from cups to tubs, was created to feel vibrant, engaging, and aligned with the brand’s larger-than-life personality.
The packaging acts as both a functional asset and a visual touchpoint, enhancing the experience and encouraging interaction. Its bold and photogenic nature naturally drives visibility.
This helped turn simple dessert moments into shareable experiences, strengthening brand recall and in-store engagement.
Delivery & Retail Packaging
The delivery and retail packaging was designed to carry the same visual impact beyond the physical store. It was important that the brand remains recognisable even outside its primary environment.
Packaging formats were built to be functional, durable, and visually consistent, ensuring product quality while maintaining identity. The system allows easy scalability across formats.
This extends the Meltin’s experience into every order, reinforcing recall and brand presence.
Social Media Consistency & Other Touchpoints
Meltin’s social media was designed to reflect the same energy as its physical presence. The visual system was adapted into digital formats to ensure consistency across all content.
Posts highlight products in a visually engaging way while maintaining strong brand recall through colours, typography, and layouts. Templates enable consistency without limiting creativity.
This helped build a cohesive digital presence that supports visibility and ongoing engagement.
Brand Strategy
Meltin’s was positioned as a destination-led dessert experience rather than a typical ice cream brand. The focus was on creating visibility, indulgence, and immediacy.
The brand was built around three key principles: insta-worthy, indulgent, and instant, guiding decisions across identity and experience.
This allowed Meltin’s to establish itself as a high-recall dessert destination in Dwarka, driving both impulse visits and repeat engagement.
Team
Creative Direction: Chirag Puri
Graphic design: Pulkit Gupta
Copywriting & Content Strategy: Vibha Sharma
Photography: Brainwaves Marketing
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