Snooz Ice Cream Shows How a Night-Time Brand Can Stand Apart

How Do You Brand a Dessert for Bedtime?

HOW+HOW's Snooz identity shows how a studio can reverse a category's usual cues. The ice cream was reformulated around soothing ingredients rather than stimulating ones, and the branding follows that logic: deep navy, lilac moons, starry skies and a screensaver-like sense of drift replace the gingham and seaside imagery common in frozen desserts. The wordmark, which holds two eclipsed moons inside its letters, anchors everything, and the lines of copy stay short and playful.

For brand builders, the project is a clear case of letting a product truth drive the whole system, from packaging and tagline to photography. The over-exposed, flash-lit night shots are a deliberate break from the sunny outdoor imagery the sector relies on. Strategists, packaging designers and anyone working in food or wellness will find it useful. Read the original for the detailed system and credits.