The challenge for us was to create a brand of ice cream that not only communicated the product’s unique, healthy ingredient but also maintained some classic dessert cues. It was a unique opportunity to really push the boundaries in a category plagued with hackneyed visual and verbal language.

We wanted to build a brand that reflected the exciting prospect of mixing the indulgent with the healthy, and brought this to life by joyfully aligning other examples of opposites to form one single object. We created a name that describes the core duality of the product, along with a design that reflects the unbelievable dynamic of the contents.

Even before the product was ready for market, the entrepreneur had advanced orders from some of Britain’s most established and respected retailers, including Waitrose and Holland & Barratt, ready for a roll-out for Summer 2014. He told us, “I can say with absolute confidence that if we hadn't have had the agency’s backing and branding to demonstrate, we wouldn't have had many of the successes we have to date”.