Selfys – Brand Identity & Visual Experience

Frozen Yogurt, Self-Service Style | Machane Yehuda, Jerusalem

Selfys is a vibrant self-service frozen yogurt spot located right across from Jerusalem’s iconic Machane Yehuda market. I was brought on board to develop the full brand identity from the ground up — a project that combined strategic thinking with playful, eye-catching design.

The goal was to create a bold and inviting brand that feels fresh, fun, and easygoing — just like grabbing a cup of frozen yogurt on a sunny day in the shuk. The brand needed to resonate with both locals and tourists, capturing the energetic, colorful vibe of the area while standing out in a highly visual environment.

I developed the logo, visual language, color palette, typography, and brand tone, along with a wide range of print and on-site materials — including in-store graphics, product labels, menu boards, signage, and environmental branding. Every element was designed to enhance the self-service experience and create a visual identity that feels as cool and customizable as the product itself.