Creating a cool brand for a frozen treat

Brand Strategy / Design / Digital / Social
 
Incredible Foods makes clean, plant-based, technologically advanced food. Which is all amazing — but doesn’t exactly make us crave a frozen dessert. Incredible needed a brand to help their frozen treats compete on taste.
 
 
 
 

The IDEA

Bringing the nom
to go with the non-

Incredible Foods’ frozen treats are non-dairy, non-GMO, vegan and free from the big 8 allergens. That’s a lot of “non-”s. Our perfectlyfree rebrand kept those key omissions in the mix — but balanced them with fun, appetizing language and sweet, colorful imagery.

 
 
 

A treat
for all

perfectlyfree frozen treats are a worry-free indulgence for people with food allergies or sensitivities (that’s up to 32 million Americans). But with this brand refresh, they’re broadening their appeal to everyone with a sweet tooth.
186%
increase in sales,
October 2016–October 2017
 
 
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