Did you know that 60 per cent of ice cream is consumed after 6pm? Me neither. But apparently it is, and that's what led ice cream brand Snooz to create a new offering, with branding by agency How&How.
As sugar and good sleep don't necessarily go together, Snooz swapped sugar, emulsifiers and e-numbers for a camomile, theanine, magnesium and lemon balm, which are all sleep friendly.
Like all the best rebrands, How&How hinged the branding on Snooz's point of difference: Snooz is all about being eaten before bed. In short, it's all about the night.
So while traditional ice cream adverts might focus on blue skies and seaside scenes, Snooz has focused on scenes where the sun has firmly set. There are starry nights, silky pyjamas and plush-looking eye masks.
The wordmark includes two eclipsed moons to form the 'oo', and is aiming for a feel that you "want to squish your face into". It says sleep and space all at once, and has a dream-like quality to it. It makes me think of soft clouds or marshmallows, or of course, ice cream.
Visuals include dreamy animations and scenes that make you want to drift off, in a good way. Photography manages to be warm yet invoke the coolness of ice cream, with over-exposed flash-on photos of people enjoying Snooz before bed.
The tone of voice is fun-loving, with phrases like 'less wired, more tired'. The tone overall is refreshingly cool, inviting you to play rather than luring you into a slumber.
The overall result is a relaxing yet uber cool brand that invites you into its fun world. If someone wants to send me a sample right now, I'd happily gorge on Snooz before bed.
Find out more about Snooz at How&How branding agency
