Puff luck!

This project was developed as part of the Master in Brand Design for Hospitality at IED Barcelona and explored how food design, branding, and consumer behavior could intersect to create a new kind of functional ice cream experience. Using a design thinking methodology, the project investigated emerging consumer trends, packaging innovation, wellness culture, and nightlife behavior to develop an unconventional hangover-relief ice cream concept aimed at younger urban consumers.

The concept combined product innovation with experiential branding, resulting in an inhalable “hangover ice cream” designed to alleviate hangover symptoms through functional ingredients and ergonomic consumption methods. The project explored themes such as mental health awareness, sustainability, indulgence culture, and convenience, while positioning the product within a more premium and design-conscious market.

My role covered the full creative and strategic development of the project, including research, concept development, visual direction, packaging design, consumer profiling, prototyping, and implementation strategy. I developed the visual identity and product concept, translating the idea across packaging systems, distribution touchpoints, sustainability considerations, and branded experiences. The project also included trend analysis, competitor research, persona development, sketches, ergonomic studies, and speculative retail and festival activation concepts.