Alice is about healthy, tasty handmade ice cream; the name is fresh, modern but also wants to communicate reliability in handmade products; Alice is aiming to work all year round selling mainly ice-cream in spring-summer season, and offering coffee and drinks during winter; Sales strategy is based on direct and indirect sales; directly through the window where we are going to display our daily specials or we are gonna create events or promotion to attract customers (i.e. crepes, special ice cream tastes, special offers....); indirectly through customers consuming Alice's products into the store; at this point they can also share their pictures tasting Alice ice cream, and get a discount for next time visit, creating loyalty and engagement; from a design perspective the layout includes a public area, a laboratory, a restroom and a locker room for staff; The counter area includes spaces for ice cream but it takes into account also the coffee as a product; if Alice will sale coffee need to have some hot food or alternatives to ice cream (i.e.we have space to make crepes which can be a wintery proposal to be sold through the window); Restroom are provided to customers who possibly want to spend some time into the store seating in the bench at the entrance; the back areas are connected through a small hallway. Colors are part of the brand and soul of the project: whites and birch wood stay for craftsmanship, yellow stays for energy, pastels in details stay for the enjoyment of the ice-cream.