The story
The film types filaro in Prompt Black, splits it in two, draws the scoop, then edits every letter with the mouse. Each move on screen is a real change between the font and the final logo.
Case studyMaraş ice cream, New York2026
Stretch it.
- Scope
- Identity, motion, campaign
- Type
- Concept brand
01The brand
Maraş ice cream in New York. It stretches, so it gets cut.
Filaro brings the stretchy Maraş recipe to New York: goat milk, salep and mastic, pulled by hand and sliced with a knife. Everything else about the brand starts from that one fact.
The logo is stretched and cut the same way. A small scoop sits on the word, and its foot is the dot of the i. Take the figure away and the name stops working.
1figure, and its foot is the dot of the i
1:10the only angle in the logo
4colors, all of them flavors
10badges in ten shapes
Built like the ice cream:
stretched, then cut.
02The mark
Every move has a reason.
One module, 1u, is a tenth of the i's stem. The word block measures 52u by 44u, outer corners take a 0.5u radius. Lines change color where they cross the logo, so they stay readable on both surfaces. Open the one-page grid (PDF)
03Logo system
One mark, six jobs.
- Primary
- Horizontal
- Icon
- Word only
- Clear space: one i stem
- Size test: 120 to 16 px
Film I · Logo film
From a font to a figure.
How it was made
- MatchMore than 100 heavy typefaces were measured against the logo.
- MorphEach letter travels along its own outline, from the font's points to the logo's.
- SoundKeys, clicks and the final chord are all synthesized.
Format
Vector animation, 4:5, 19 seconds. Open it full screen for the sound.
04Color
Four colors. One recipe.
Sour cherry sauce over white ice cream. The logo is the ice cream, the ground is the sauce, and the pink is what happens where they meet. Black mulberry adds the depth. Tap a color to copy it.
One rule: black mulberry never carries text on sour cherry. The contrast is too low.
05Typography
One family, pushed to Black.
Prompt BlackFilaro
Prompt Black was the closest font with a straight l and a round dot. Its letters were then redrawn: wider stems, a longer arm, knife cuts and a scoop inside a and o. Prompt stays on as the brand typeface for stickers, packaging and everything small.
Aa
Refuses to melt. 0123456789
Stretched by hand in New York. Maraş, çğıöşü.
06Badges
Ten stickers, ten shapes.
Made to be stuck on things.
Lids, tickets, carts and freezer doors. Each badge has its own form and color set, and each one says something the brand would say out loud: may stretch, refuses to melt, cut, don't scoop.
Film II · Grid film
The grid, explained in 23 seconds.
The story
Grid lines sweep in, the construction circles draw themselves, then the camera visits the six moves that make the logo work. In the fourth one the figure jumps off the word and the i loses its dot.
How it was made
- GeometryEvery line is the logo's real construction, drawn live from the same data as the grid above.
- InversionLines change color where they cross the logo.
- EndingIt lands on the composition of the first post, so the carousel flows.
Film III · Logo loop
One scoop, six drops, six letters.
The story
The scoop lifts off and sheds six drops. Each one lands on a letter and runs along it until the letter is full. The last two drops become legs, and the right foot lands as the dot of the i.
How it was made
- FlowEvery letter has its own paths. The liquid runs down them, then thickens out to the real outline.
- GooNecks and teardrops come from blurring the shapes and cutting them at a threshold, the way metaballs work.
- LoopUnder eight seconds. The last frame hands straight back to the first.
Stretch it.
- Art direction
- Oğuz Kaya
- Identity
- Logo, grid, palette, typography, ten badges
- Motion
- Logo film, grid film, logo loop, the 3D scoop on this page
- Campaign
- Five images, two posts, one carousel
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