The Snooz ice cream brand has shifted its strategy toward a specific time of day: the night. Based on data indicating that 60% of ice cream consumption occurs after 6 p.m., it has reformulated its product with ingredients like chamomile and lemon balm, and commissioned the agency How&How to create a matching visual identity. The result is a graphic universe that directly evokes relaxation and preparation for sleep.
Design and typography: building a dreamlike logo 🌙
The technical core of the identity is a logo that resolves two concepts in one. The letters oo in the name transform into two eclipsed moons, a typographic resource that communicates the night immediately and visually. This solution integrates into a system with a soft color palette, illustrations of starry scenes, and elements like pajamas or sleep masks. The photography, with a balance between warm and cool tones, and a casual tone of voice, complete the brand experience.
The secret formula: ice cream that induces naps or the perfect excuse? 😴
One wonders if the real ingredient for sleeping is the lemon balm or the clear conscience of having found a nutritional justification for the classic nighttime craving. The genius lies in framing a guilty pleasure as a self-care ritual. Now, opening the freezer at eleven at night is not a lack of willpower, it's following a relaxation protocol. That said, we'll have to see if the sedative effect is greater than that of finding the empty carton because someone else also followed the protocol.