Brand Strategy · Visual Identity · Creative Direction
The brand strategy aimed to position artisanal gelato in the Salvadoran market, where it is traditionally known as “sorbet,” establish the business as Isho’s Gelatos & Sorbetes, and communicate to customers that, although similar, these are two distinct products.
It also needed to convey the brand’s values, such as perseverance and innovation through seasonal fruit flavors, while highlighting its key differentiator: a family tradition spanning nearly 60 years. From there, a comprehensive visual identity system was developed, including the logo, typography, and applications across packaging and menu design
Before
A first step with the resources available.
Isho’s began with a logo created by its founder using the tools she had at hand. The challenge was to evolve that first idea without losing its essence.
❌ Too many elements
❌ Limited legibility
❌ Lack of conceptual clarity
❌ Weak visual hierarchy
After
The essence remains. The identity evolves.
The original calligraphic style and recognizable Isho’s name were preserved, while the identity was simplified and strengthened to better connect with its audience.
✓ Improved legibility
✓ Fewer elements
✓ Stronger visual hierarchy
✓ Greater connection to the brand personality
✓ An identity ready to grow
A family recipe
transformed into
a new experience.
Isho’s was born from a tradition deeply rooted in the memory of Ahuachapán. For decades, Don Alberto Isho walked the streets with his traditional ice cream cart. When age and the pandemic changed that routine, his granddaughter Julissa found a way to carry his legacy forward.
The project began with sales through social media and eventually grew into its own points of sale. The brand preserves its original recipes while embracing new flavors and formats to connect with today’s generations.
“It’s not just about selling ice cream; it’s about keeping a story alive and
finding new ways to tell it.”
