This imaginary event concept celebrates Milwaukee’s love for frozen custard through a playful and nostalgic theme inspired by a childhood memory. The identity of the festival is built around a bold, colorful “splat” motif, evoking the moment I dropped my custard cone as a kid at Leon’s Frozen Custard. Designed to attract families and food lovers, the visual language uses vibrant, creamy tones and rounded typography to create a joyful, summery atmosphere. Deliverables include a promotional poster, directional signage, a branded sticker, a retail tent, and an employee T-shirt, all capturing the fun, flavor, and community spirit of Wisconsin’s frozen custard culture.