How design agency How&How created branding for Snooz, a sleep-friendly ice cream brand
By
Tom May
Toasted to a respectable shade. No regrets, no crumbs left.
Summary
The article discusses how design agency How&How created the branding for Snooz, a new sleep-friendly ice cream brand. The key insight is that over 60% of ice cream is eaten after 6pm, yet traditional ice cream contains sugar and stimulants that disrupt sleep. Snooz's founders built a product around this contradiction, replacing typical ingredients with sleep-friendly alternatives. The article focuses on the design process and how the branding breaks visual conventions of the ice cream category.
Key quotes
· 3 pulledThere's a particular kind of brief that arrives fully loaded.
More than 60% of ice cream is eaten after 6pm.
Snooz's founders spotted the contradiction and built around it, replacing the usual suspects.
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