Jordan's hugely successful ice-cream brand, Wonderland, sits in a silver ice cream truck, positioned to give off a feel of a fluffy dream-like experience that kids can own. Clouds floating all around, a willow tree and a dreamy tone of voice with funky font & color schemes. By adapting infamous flavors to locally sweet delicacies, and by creating their own concoctions, kids felt at home. Feel was tasked with: Identity design. Menu mechanism design. Packaging. Venue branding. Copywriting.