Nomoo
Role: Strategy, Focus Group Interviews, Tone of Voice, Copy
Design: Sonnenstaub
Brief: Rethink a vegan, low-sugar ice cream brand to resonate with mainstream consumers both online and in retail.
Approach: As this was the brand’s third redesign in four years, we took a decidedly empirical approach to guide the creative process. I conducted a series of focus group interviews to better understand people’s perceptions of the brand and what they prioritized in their ice cream choices, vegan or not. Spoiler: minimizing sugar and your carbon footprint is great, but what really counts is BIG flavor and a smooth, creamy texture.
Before: The "clean label" aesthetics weren't really doing it for us, nor did they resonate with consumers. Moreover, the packaging struggled to convey the brand’s USPs and product attributes.
After: Rethinking vegan ice cream as a fun and dynamic treat that also happens to be organic and super natural too.
Redesign: Drawing on our focus group insights, we developed a bright, bold, and energetic brand that addressed core consumer desires while incorporating a series of distinctive features to elevate the overall visual impact.
Vibrant colors, swerving typography, and a melt-in-the-mouth hero scoop, along with floating flavor ingredients, play into NOMOO's real-life credentials and underscore its product promise: ultra-creamy, intensely flavorful, and full of real ingredients.
To emphasize NOMOO’s all-natural formulations, we created a comic-inspired "bam!" icon that numbers exactly how many berries, mangoes, bananas, etc., are contained in each tub of ice cream, adding insight to indulgence.
After successfully rebranding, NOMOO launched their first fruit-filled popsicle format, which quickly became an instant hit.Caring is sharing: We wanted to go beyond personal benefits and highlight the inclusivity of NOMOO as ice cream for everyone, regardless of dietary restrictions or ethical practices. A go-to dessert for any occasion, whether it's a children's birthday cake, a dinner party, or a movie night with friends. Caring is sharing: We wanted to go beyond personal benefits and highlight the inclusivity of NOMOO as ice cream for everyone, regardless of dietary restrictions or ethical practices. A go-to dessert for any occasion, whether it's a children's birthday cake, a dinner party, or a movie night with friends.