We always wanted to have our own products, and ice cream is of course an amazing starting point. But when eating ice cream we gain weight faster than we can put on the next episode on Netflix. So we found a great factory in Denmark that innovated with us to produce a new ice cream with no added sugar, and we branded it to look tasty rather than light or boring. We wanted an ice cream that cheated sugar and was an “all you can eat”-product.
We started by naming the brand Wauw — the feeling you get when you eat the ice cream. In order to differentiate the packaging from competitors we chose a black case, and we wanted to avoid the luxury bracket so we used a “tasty” and “kind” typography and form.
We used the classic ice cream ball since it’s great as well as geometric, and added a shadow to the logotype to harmonise with the shadows of ice cream balls.
The taste? Oh, it’s fantastic.
Snask elsewhere on Identity Designed: Kaibosh.
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It does look tempting.