Designed for after dark
Creative work with gravity
When context reshapes the category.
More than 60% of ice cream is eaten after 6pm, so we’re spooning up sugar and e-numbers then wondering why we can’t sleep.
Snooz spotted the contradiction and built around it, replacing the usual suspects with camomile, theanine, magnesium and lemon balm, bringing How&How on board to shape a sleep-friendly brand from the ground up.
Instead of following the category’s bright, hyper-indulgent playbook, the identity leans into evening-coded colour palettes and considered typography.
A wind-down rather than a sugar rush.
We don't need an excuse to eat ice cream but the design, colour palette, product cues and tone of voice all reflect evening and calm, giving the category something new that feels honest.
Read more: Why this new ice-cream brand only makes sense after dark
Catch up on the full issue here: Orbit Issue 04
Explore the latest creative work and catch up on everything else in our Orbit here.
