Ice Rocks


  • Logo Design
  • Brand Identity
  • Typography
  • Brand Values & Tone


  • 12 Pages
  • Illustrations
  • Icons
  • Styleguide
  • WordPress Build

Ice Rocks Brand Identity

A new concept bar with a special twist. Ice Rocks will be the biggest ice bar in Europe, with a permanent fixture in Loughborough that can be transported across the UK for events.
By night, Ice Rocks is a buzzing bar with live music and entertainment and by day, it’s a popular tourist attraction
with people of all ages flocking for experiences to remember. Naturally, a brand this special requires an equally unique brand identity.

Target Audience

A diverse crowd:
– Friday and Saturday nights attract more of a party crowd (i.e. 18-35 year olds, birthday parties, hen parties, stag dos, Christmas parties, etc).
– Whereas in the day time and during the week, there is more of a chilled vibe with a mixed crowd including fami– lies.
– The bar is also hireable for work events, weddings, museums, you name it! So there is also a commercial market to consider.

Brand Values & Tone

– Special: this is an out of the ordinary and immersive experience.
– Playful and informal but not too informal as we need to appeal to a wide audience including corporate clients. – Proud to be British: this is a tourist attraction that attracts an audience from within and outside of the UK.

Style & Imagery



Primary Font

Primary font used for Ice Rocks logo. Made up by Anurari Regular, with alterations to letters I,C & S.

Montserrat Medium

Montserrat Regular

Secondary Font

Font, Montserrat
Usage for slogan, sub headers & other

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Rob Hulme

Science of Excellence CEO / Founder

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