Putting the focus on kids with ICEE.

Dr. Kourosh Sabri is revolutionizing eye care for children across Canada with Indigenous Children Eye Exam. So in reinventing the ICEE brand, we decided something different was called for.

Instead of the deep symbolism and meaning that often informs brands in the Indigenous space, we made ICEE all about the children they help. Bright. Fun. Playful.

The project included a full brand identity and communications package including a multi-lingual logo, a brand book, a redesigned website, social media assets and, of course, stuffies and a kids’ book.

We continue to partner with (and be inspired by) Dr. Sabri and can’t wait to see what’s next for ICEE.

Illustrations by Nick Burton

Website: iceenow.ca