Ice Cream Works
Uniting a growing portfolio around a belief. A master brand built on the Power of Indulgence.
Services
Brand Strategy
Packaging Design
Art Direction
Store Design
UI/UX Design
APPROACH
The ice cream category runs on identical codes: fun, flavour, and happiness, repeated brand after brand. Real differentiation meant looking past the freezer aisle entirely. Drawing on Ice Cream Works' decade-long commitment to craft and bold, unapologetic flavour, we anchored the portfolio in a single ownable belief: The Power of Indulgence. This shifted the conversation from category convention to emotional truth, that moments of indulgence hold genuine value in people's lives. It became the connective tissue across the portfolio, linking everyday enjoyment, conscious choices, and premium experience under one belief, guiding communication, space design, and brand architecture.
Their existing packaging lacked visual hierarchy, consistent brand elements, and any single recognisable asset that could travel across ranges, each one looked like it belonged to a different brand entirely. To solve this, we designed a graphic device inspired by a scoop of ice cream: a simple curved form that now anchors the Ice Cream Works logo on every pack. It gave the master brand a consistent silhouette to build recall around, while colour, typography, and finish were used to give each range its own distinct personality within that shared structure.
We expressed the Classic range in bold orange and playful, oversized flavour names, paired with real ingredient photography putting craft and flavour front and centre.
Ice Cream Works Gold shifts the entire palette into black and gold, dropping in a dedicated wordmark and swapping playful flavour names for a more elevated register, "Vanilla for Kings," "Chocolate From Heaven", with moodier, close-up ingredient photography that signals luxury craft ice cream rather than an everyday tub.
Zero Sugar takes the same structure into a cooler, cleaner blue, with calorie counts called out upfront and ingredient photography that feels closer to a dessert, proving that indulgence and a guilt-free proposition aren't a contradiction.
