Working on a new concept for Berlin-based frozen drinks startup SKADI lead to the building of a brand universe the company could successfully inhabit to grow its own visual ecosystem. To that end, a number of style and branding guides were devised to act as an authentic visual framework and philosophy for their products and activities. This involved cultural references spanning product design, pop music or video games as much as the architectural construction of festival booths for selling popsicles. It also covered traditional style guides on brand presentation, image libraries, retouching or typography. Considering that the startup decided to have all its future design work conceived in-house by junior staff, the guides compiled the initial vision for the brand for future reference.