Softu
A soft serve sub-brand spun out of Kurimu's existing identity. LLIT kept the typographic discipline of the parent brand while introducing softer curves and a pastel palette — creating a distinct but clearly related sibling brand.
Making soft serve feel like a natural extension of Kurimu—familiar, softer, its own.
Challenge
Carry the trust of Kurimu while creating a distinct identity.
Softu needed to leverage Kurimu’s equity yet signal a new offer focused on soft serve. The task was to mirror Kurimu’s sophistication while softening the forms, palette, and tone so Softu stands on its own without breaking family cohesion.
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SCOPE
Sub-brand Identity · Packaging · Brand Extension
A calm, creamy system with shared DNA. We kept Kurimu’s typographic discipline while introducing rounded, “creamy” curves and a muted, pastel-forward palette that reads smooth and inviting. The result is a sub-brand that’s clearly related—same structural logic and typography—yet unmistakably Softu in its softer edges, tones, and texture.
