Ice cream is ice cream, right? Well, not always. Crooked Spoon, a beloved local brand with national aspirations, came to my team with a unique challenge: Launch its new name while also introducing the concept of “zero injected air” ice cream to an entirely unprimed audience.

‍Conveying a complex product message in 1-3 seconds that turns curiosity into cravings and cravings into clicks isn’t easy. Thankfully, this is one brand that takes its “bold, not bland” identity to heart.