Brand strategy and identity for a new ice cream brand
A startup ice cream brand that looked premium on day one—how?
How&How partnered with Snooz, a new-to-market ice cream brand, to define its positioning, craft clear messaging, and build a confident, premium, and distinctive brand identity in a crowded category. The work was grounded in rigorous strategy, with every decision made purposefully—avoiding fluff and trend-chasing—to help the company launch with the presence of an established player. The engagement clarified the brand story and created a cohesive identity system that communicates quality and clarity from day one. According to CEO Ben Cowley, the result delivered world-class impact at launch, shaping a narrative people instantly understand and a brand that feels assured and category-leading.
Insights
- The core move was strategy-first: How&How defined Snooz’s positioning and messaging before identity, using “rigorous strategy” to avoid “fluff” and “trend-chasing” and ensure every brand decision served a clear purpose.
- The project’s primary goal was launch credibility: a new-to-market ice cream startup needed to enter a crowded category with the presence of an established player—so the identity system was built to feel confident, premium, and distinctive from day one.
- The engagement clarified the brand story into a narrative “people instantly understand,” then translated that story into a cohesive identity system designed to communicate quality and clarity at every touchpoint.
- CEO Ben Cowley (Snooz) framed the outcome in business terms, saying the work delivered “world-class impact at launch,” positioning the brand to feel assured and category-leading rather than experimental.
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