Wauw!

BACKGROUND:
Snask is always on a mission to invent our own products and ice cream is, of course, an amazing starting point. But eating ice cream isn’t always healthy and if we eat too much, we gain weight faster than we can put on the next episode on Netflix. So, we found a Danish creamery and innovated a new frozen delight with no added sugar. We aimed to brand an ice cream that looked tasty and packed a flavor punch rather than appear bland and boring. The Snask version cheats sugar and is almost an all-you-can-eat product.

THE CASE:
But first, we had to name it. “Wauw!” seemed perfectly fitting because it’s the feeling you get while savoring (or devouring) ice cream. In order to differentiate our Wauh! packaging from competitors, we chose a sleek, black container. It’s cool. It’s seductive. It’s Snask! We wanted to avoid the luxury ice cream bracket, so we selected typefaces that communicate our “tasty” yet “kind” healthier version. The classic ice cream ball image was a shoe-in, since it’s organically geometric with nice friendly round edges, and proves to be quite an effective tool in making people’s mouths water. The wordmark Wauw! was built using typography that packed the same punch as the namesake, but we pushed it further by adding a shadow to harmonize with the dimensional ice cream ball forms. Overall, this package design is friendly but packed with good taste, just like the ice cream inside!

And the taste? Oh it’s fantastic. You should really try it. Scoop it up here!

Factory photography by Per Björklund and Philip Tolgén
Photography of the ice cream scoops by Wolfgang Kleinschmidt
Food styling of the ice cream scoops by Elisabeth Johansson