IJS is a concept brand for an ice cream company based in Amsterdam. As a city that prides so many independent shops, this ice cream brand just adds to their unique places to visit. 


The name of the brand comes from the dutch translation of the word "gelato", which is simply, "ijs". The simple name creates such a bold and rememberable brand. To highlight where this brand is based, the canal houses of Amsterdam wrap around the ice cream tub. Each tub’s colour indicates what flavour of ice cream is inside. Using the colours for the flavour over food imagery, is still just as effective, especially for such a minimal brand.