Russian matrioska, Scandinavian word and a brazilian company. It is Hauska. The brazilian ice cream market in 2013 had been very standartizaded. All brands use same brand model of appetite appeal, with splashs and 3D graphics. For a new brand was necessary a new approach and develop new possibilities. So Hauska was a study to this new brand, unfortunely have never been released. The naming, the visual and voice tone are inclinate to be a creator: new products, new service design, new shops. An inventive visual identity envolve new ways to consume ice cream.