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Farm to Spoon, a new plant-based and dairy-free ice cream made of cauliflower, sweet potatoes and beans, needed help positioning and branding their new dessert-in-disguise. With growing interest in plant-based foods, Ultra saw an opportunity to showcase (rather than hide) what makes the product so unique. The name of the brand, Farm to Spoon, creates intrigue in a dairy-focused product set, and the design prominently features cauliflower and sweet potatoes to visually pique the curiosity of wellness-minded consumers.
From the illustration to the content, the overall intent of the graphic design is transparency. The simple line drawing of the two main ingredients cues wholesomeness and health, and the rustic texture in the logo connects to the farm. The ice cream photography was equally important, with its role to communicate deliciousness to a potentially disbelieving consumer. It sits in the bulls-eye of the design to play up appetite appeal and reassure potential buyers that it has the same texture they'd expect from a traditional ice cream.
Taken all together, the design works hard at shelf to stand apart in its ingredient story while still communicating crave-ability consumers are looking for in the ice cream section.