Repositioning to celebrate healthier choices

In 2017, Arctic Zero, a brand of clean non-dairy and low-calorie ice creams, was struggling to compete against disruptive behemoth Halo Top. Arctic Zero had all the right ingredients—from their passionate founder story, to their uncompromising standards, to their deliciously creamy flavors—but they were still overshadowed by the category golden pint.

Through desk research and expert interviews, we detected a crucial shift in our target’s mindset. Free-from and better-for-you options weren’t about sacrifice and making do with less—these foods help you get more out of life! Arctic Zero simply needed to flip the switch on their story.

from necessary restriction
to a celebrated choice

We created a new brand positioning and packaging design around the idea of “Joy + Pride” that comes from finding clever ways to have your cake and eat it too.  No longer about missing out, making healthier choices is about what makes you feel good—inside and out.

 The new and improved Arctic Zero brand now stands for uncompromised health and happiness.  Our new design made a colorful splash in the frozen aisle in 2018 with a fresh, celebratory look and feel.

What we did: Foresight Analysis, Brand Repositioning, Identity Design, Packaging Design