After a tsunami in Thailand interrupted the importation of Thai ice cream, the founders of Pink’s saw an opportunity to bring exotic-flavored, authentic Thai ice cream to an untapped market. As their product gained popularity at farmer’s markets, Pink’s aspired to bridge the gap between Chinatown and Uptown by evolving its brand to appeal to Asian-Americans seeking a taste of home, as well as affluent flavor seekers interested in expanding their horizons.

CRP partnered with Pink’s to develop a brand strategy and business model, including an identity refresh. We asked tough questions of the company’s founders to get to the core essence of the brand. We then ventured to challenge the status quo of the traditional ice cream industry to identify a unique, emerging, untapped target market for which to position the brand: the nostalgic, yet affluent Asian American. The key was to also remain relevant to the exploratory foodie market, in order to maintain relevancy and not scare away traditional audiences.

The result is an iconic logo that stands out as clean and unique, with the aim to be ethnic, not foreign. The iconic “P” is reminiscent of the dotted circles that represent consonants in the Thai alphabet as well as an ice cream drip. The “k" and "s” letterforms speak to the fluidity of the ice cream. The pint design draws the adventurous foodie in through the flavor profiles with bold and bright pops of color. The overall goal is to shift the perception that Asian flavors can be ethnic, but not foreign. Why? Because “life’s too short to be vanilla.”