SOFT SERVE
SOCIETY.
Soft serve is the most unpretentious dessert ever made. It's not artisanal gelato. It's not a $18 tasting-menu dessert. It's the thing you ate as a kid without thinking — pure, unconditional pleasure.
But somewhere along the way, we learned to feel guilty about simple joy.
We live in a world that monetizes self-improvement. Every pleasure comes with a disclaimer. Every indulgence needs justification. We've been trained to perform sophistication — to want the "right" things, in the "right" places, around the "right" people.
Soft Serve Society is a quiet rebellion against that.
Not loud. Not aggressive. Just... unapologetic.
The society isn't exclusive — it has one rule: show up as you are. Tattooed or clean-cut. Dressed up or just rolled out of bed. Eating soft serve from a mug because that's what felt right today.
Soft Serve is not just a layer of smooth, creamy ice cream flavors, but also a nurturing embrace of emotions that are gentle, seductive, and captivating. Each scoop of Gelato is a gift from Soft Serve, lovingly offered to you as a greeting. Made with the finest and most delicious ingredients, with a sweet delicate aftertaste.
Any plan for Gelato?
something about you already knows which one to pick!
*something for every kind of feeling*
Instagram Posts
Typeface
Neue
Montreal
Neue Montreal reinterprets the saro event management application in a contemporary register, balancing geometric clarity with the warmth modern brand design demands.
Complexity, simplified. Celebrations, amplified.
Regular/Medium/Bold
Project Roadmap
Colors
The Color Theory
Tangerine
The hero color. Energetic, warm, and impossibly hard to ignore. It carries the emotional weight of celebration — think confetti mid-air, stage lights, the moment a wedding reception kicks off. It positions Saro as confident and human, not cold and corporate like most event-tech tools.
Klein Blue
Named after artist Yves Klein's iconic ultramarine. It grounds the palette with depth and sophistication. Where Tangerine brings the energy, Klein Blue brings the authority — it says we've got this handled. Great for UI states, CTA contrast, and premium-tier moments.
Citric
The unexpected accent. That sharp yellow-green injects a dose of wit and modernity. It's the colour of go — perfect for notifications, success states, or highlighting key actions in the dashboard. Keeps the palette from feeling too heavy.
Black
The backbone. Lets the other three breathe and sing. Works hard as a neutral base for text, nav bars, and dark UI surfaces.
Cement White
The canvas. Clean breathing room between the bold colour hits. Essential for readability and making the Tangerine and Klein Blue pop even harder.
User Persona
Goals
Keep all project timelines, budgets, and vendor details centralized
Easily assign and monitor tasks across teams
Get real-time updates without having to make constant calls
Frustrations
Too many apps for different tasks (WhatsApp, Excel, Trello)
Lack of real-time collaboration
Last-minute chaos due to miscommunication
Why Saro?
Combines task management, team tracking, and budgeting in one
Real-time sync across devices
Easy communication and file sharing within the app
Goals
Track progress of tasks and deadlines across multiple events
Monitor expenses and incoming payments
Coordinate with vendors without endless phone calls
Frustrations
Hard to track accountability when working with freelancers
Budget planning often gets chaotic
Needs everything on mobile due to being on the move
Why Saro?
Mobile-first design perfect for on-the-go updates
Simplifies communication with freelance teams
Budget and timeline tracking helps avoid last-minute surprises
We mapped the user flow to understand where user struggles and simplify their journey
Customer Journey Map
Let’s start exploring with what we’ve built.
Low Fidelity Wireframes
