Smarty Pants Ice Cream is a modern ice cream shop located in the student center at the heart of the University of Waterloo.

Smarty Pants offers students affordable yet delicious, customizable, and fun desserts. This is communicated in the branding through a rounded, hand-drawn illustration set, a classic, warm color palette, simple patterns, and textural photography.

I owned illustration for the brand, which became a core component of the overall visual system. I also created the brand guidelines and grand opening assets in collaboration with the project's creative director.