The Fog Company
Turning fog into fantasy on the Halifax waterfront
Halifax’s waterfront offers a striking yet unconventional setting for an ice cream shop. Unlike other sun-soaked destinations, the city is often shrouded in fog and marked by cool, moody weather. The challenge was to create a brand that would not only thrive in this less traditional setting for ice cream but also turn these atmospheric quirks into an advantage.
The result of our work was The Fog Company, a whimsical brand based on an absurdist narrative of fog as a “local resource” complete with an annual harvest. In addition to the naming and concept, Love & War developed the identity design, materials, and interior design direction. The concept also directly influenced the menu, with signature offerings like “fog cones” enveloped in spun-to-order cotton candy, and unusual toppings inspired by Halifax’s maritime setting.
Photography: The Fog Co.
concept design
naming
visual identity design
packaging design
