HotFridge Records are an electronic music label. Superfried were asked to create a vibrant and flexible brand identity to cover all potential genres of dance music.
HotFridge was an interesting name and it was too inviting not to create something that was both 'hot' and 'cold' simultaneously. This was a very difficult balancing act to avoid falling into the very obvious. The breakthrough was reached upon the observation that the shape of ice cream and it's cone were similar to a flame and it's torch. The combination of the two developed into a flaming ice cream, reminiscent of a Heston Blumenthal dessert.
The vibrant colour scheme was then carried through the website, with each page utilising a different colour from the logo gradient. This was designed to reflect the elcectic variety of their musical output whilst also creating high impact.