VOiA
2024
Ice cream. What seems like a simple indulgence becomes an invitation to discover the world. VOiA brings global flavors to retail through authentically sourced recipes and regional ingredients.
In a marketplace saturated with nostalgic pints and wellness-driven alternatives, VOiA was conceived as a journey—rooted in cultural discovery, crafted for accessible indulgence.
At Siegel+Gale, we envisioned the brand as more than a grocery item: a gateway to discovery. From naming and strategy to packaging and storytelling, every element was designed to create an experience that balances approachability with cultural depth.
Visually, the identity is bold and vibrant, anchored in gateways and arches as universal symbols of entry into new worlds. Each flavor is framed by its own gateway, with colors and typography sensorially referencing its ingredients and origins—Vietnamese Coffee, Banana Baobab, Almond Horchata. The logotype ties the system together: fluid and forward-leaning. The identity achieves cohesion while celebrating variety.
Brand Identity
Packaging
Strategy & Research
Experience Design
Verbal Identity
DURATION
2 Months
Simrit Brar CREATIVE DIRECTOROdduachi Sondjata BRAND STRATEGIST
Ramyatara Mullapudi DESIGNER
Dylan Vincent naming
Heather Liu experience designer
Kora Sotunda COPYWRITER
CLIENT
Siegel+Gale
While I contributed to brand strategy, naming, and communications discussions, my primary focus was on shaping the visual identity under the guidance of a creative director. I led design research and conceptual development, translating the idea of “Gateways into new worlds” into a cohesive visual system. This included packaging, typography, color palettes, and campaign assets—designed to scale seamlessly across digital, retail, and experiential touchpoints.
A brand identity that makes curiosity tangible.
The name VOiA (voy-uh), derived from “voyage,” embodies this vision: the sense of embarking on a journey, inspired by moments of discovery—tasting a new flavor, meeting a new friend, listening to a new artist. The identity needed to elevate taste through cultural exposure while remaining approachable, grounded, and warm.
Gateways into new worlds.
VOiA’s identity builds from a single, powerful symbol: the gateway. Inspired by regional architecture, these forms are reimagined across packaging and communications as frames for flavor—an open invitation to step into something new. On pack, flavor names take precedence over the logo, signaling that discovery, not branding, is at the heart of the experience. Each pint carries its own gateway, paired with color and typography that sensorially tie back to origin and ingredient. Banana Baobab, for instance, references a 1977 African arts festival wordmark, linking the flavor to its cultural roots.
The system resists clichés, opting instead for intrigue and restraint. By keeping the framework simple, it allows the flavors to shine while still holding the brand together. The italicized VOiA logotype captures movement and curiosity, while supporting typefaces balance retro warmth with contemporary clarity. A palette drawn from ingredients enhances appetite appeal and distinction, ensuring the identity feels vibrant, adaptable, and unmistakably VOiA.