Stockholm-based branding, design and film agency Snask had always wanted to produce its own products, and ice cream seemed a great starting point. But those who eat ice cream regularly knows that it makes you gain weight faster than you can queue up the next episode on Netflix. Envisioning a truly all-you-can-eat alternative, Snask partnered with a factory to produce a new line of ice cream with no added sugar—an ice cream that cheats sugar—and named it Wauw, the feeling one gets when eating the ice cream. Next came the branding. Snask chose to package Wauw in a black case to differentiate it on freezer shelves and decided on a “tasty” and “kind” typography that avoids the luxury bracket. Also featured on the packaging are images of perfect scoops of ice cream—a classic, geometric touch. Snask even added a shadow to the logotype to harmonize it with the shadows of the ice cream scoops. The effect, far from being light or boring, promises a tasty treat perfect for your next night marathoning Netflix.
M&E juxtaposes method and madness in its identity for an experimental Irish whiskey brand.