Swirl

Swirl wears its streetwear influences

Wedge evolved Swirl’s identity and packaging as the family-run vegan ice-cream business grew. The founders’ interest in streetwear provided an alternative to the kraft-paper and natural-colour conventions identified in the plant-based category. A thick, curving wordmark gives the name a tactile character, with black and white anchoring the system. Colourful fruit stickers reference the growers and allow the packaging to respond to seasonal flavours. The release model also draws on streetwear through product drops. The identity puts the name and seasonal ingredients at the centre of the presentation.