This project was developed from the very  beginning (even from within the product), a very unique ice cream: a shaved ice cream imported from Taiwan, and with a texture somewhere between sorbet and ice cream.

There was a certain level of complexity for two reasons: first, this type of ice is unknown in Europe, implying a teaching job to overcome initial logic distrust. On the other hand, from the aesthetic criteria about local food, this ice cream is not very attractive, but rather ugly: an amorphous mass of ice cream with lots of sauces and toppings falling above and the sides. The ice cream was so so ugly ... we decided to make a virtue of it by creating a creative strategy around this. We worked up the product working closely with the client (Joad López and Federico Mendoza), that had at all times a receptive and constructive attitude. We started a "deconstruction", separating the ice cream and toppings. As key creative twist, we put two sugar eyes on the top of this ice cream mountain, making it a character-monster that looks you in the eyes and immediately gives it life and personality. The effect you get with a some simple eyes is just amazing.

From there, the naming came almost alone: Eyescream, which in English is pronounced like ice cream, but also makes direct reference to the eyes. We invented a monster and a character for each flavor.