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.