Fitfreeze is a protein powdered ice cream brand made by Fitera. They needed to update their packaging to make it cost efficient and also make their logo look contemporary. But still related to fitness and ice cream.
They wanted it to appeal to women in their late 20’s, 30’s and 40’s. Thus, a simple cursive font was used for the logo update. They didn’t want to go far from their current colors so the colors were retained. The fonts used was not too thick and not too thin to symbolize fitness and health. The swoosh in the “z” represents the creamy and delicious ice cream.