Beat the Heat Drop: Dara's x Brown Toast

Dara’s Summer Drop is a playful, experimental commissioned project that blends wit with visual charm to celebrate the brand’s seasonal flavors in a fun and unexpected way. The visual identity embraces a bubbly, lighthearted direction, combining bold contemporary typography with a series of illustrated, gooey “melting” creatures that channel the sticky joy of ice cream in the summer heat. Sweat-like droplets, exaggerated drips, and vibrant, sun-soaked palettes work together to create a sense of delicious drama, inviting customers to indulge and smile at the same time. At the heart of the design is a clever interplay between type and illustration. Flavor names are subtly woven into the layouts in unconventional ways, at times integrated within the creatures’ forms, and at others stretched, warped, or squeezed to visually reflect the characteristics of the flavors themselves. This approach transforms the identity into an interactive, discoverable experience, sparking curiosity and supporting sales without relying on traditional visuals. To further build on the theme, a quirky editorial-style section titled “Ways to Stay Cool” was introduced. This part of the campaign adds a second layer of engagement, packed with cheeky ice cream puns, irreverent humor, and brand-aligned personality. It doesn’t just sell ice cream, it builds a world around it.