Unframed’s new branding was created in partnership with local design group STUDIO MUTI, a South African studio that is present in the international graphic scene.

"We want our customers to have a warm and fun welcoming this season, and the new store design reflects our African identity with a colourful, 'vibey' and modern flair. As we entertain customers from all over the world this season, we want to make it clear we’re putting South African ice cream on the global map," says Yann Rey, owner of Unframed Ice Cream.

Unframed Ice Cream’s new store design aims to offer customers a welcoming, refreshing look along with a way to stand out at the bustling V&A Food Market at the Waterfront. It also aims to be a homage to colourful African prints with wild ice cream-esque shapes, exotic fruits, and African animals.

Unframed Ice Cream says it is well-known for eschewing traditional ice cream parlour design formats, like dripping ice cream cone statues or 1950’s era candy-striped uniforms.

For more information, visit www.unframed.co.za. You can also follow Unframed Ice Cream on Facebook or on Instagram.