Pahit Ice: New look
A legendary logo, deconstructed into a whole new brand world.

FMCG

SCOPE

PAHIT ICE is a brand with history, personality and a visual identity that has become instantly recognisable over the years. The challenge was to refresh and expand that identity without losing the character and familiarity that made it iconic in the first place.

Summercliff was tasked with developing a rebranding and packaging system that would pay tribute to PAHIT ICE’s legendary logo while giving the brand a fresh, bold and contemporary expression across every customer touchpoint.

STRATEGY

Instead of moving away from the existing identity, we made its most distinctive asset the starting point of the new visual language: the PAHIT ICE logo itself.

Our concept was based on deconstructing the individual letterforms and shapes that make up the logo and rearranging them into playful, abstract patterns. By taking something already deeply connected to the brand and looking at it from a new perspective, we created a graphic language that feels both familiar and completely refreshed.

A vibrant colour palette gave the system even more energy, allowing different combinations of the pattern to create variety while maintaining a strong and unmistakable PAHIT ICE identity.

Cups

Packaging

Napkin

IMPLEMENTATION

The new visual language was developed into a flexible packaging system that could adapt across PAHIT ICE’s different formats and applications.

The deconstructed logo pattern was applied across ice cream cups, takeaway cups, food packaging, boxes, paper towels, bags and other branded materials, with different colour combinations creating a playful family of designs.

The original PAHIT ICE logo remained at the heart of the identity, acting as the anchor that connects every application. From small cups to larger takeaway packaging, each piece became part of the same visual world while retaining its own personality.

The result is a system designed not simply for packaging, but for the entire PAHIT ICE brand experience.

RESULTS

An Icon Reimagined – The existing logo became the foundation for a completely new and ownable visual language.

Stronger Shelf & In-Store Presence – Bold patterns and vibrant colour combinations give the packaging immediate recognition and personality.

One Cohesive Brand World – From cups and boxes to bags and everyday branded materials, every touchpoint now speaks the same visual language.

Built for Flexibility – The graphic system can continuously evolve across formats, products and future applications without losing brand recognition.

By deconstructing an icon rather than replacing it, we gave PAHIT ICE a new visual chapter while celebrating the identity people already know and love.

Sometimes the strongest rebrand doesn’t replace what made a brand iconic. It finds a new way to play with it.

Boxes

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Pahit Ice: New look A legendary logo, deconstructed into a whole new brand world.

More case studies

Pahit Ice: New look
A legendary logo, deconstructed into a whole new brand world.