Stop when you hit the bottom

Halo Top, a low-calorie ice cream brand on a mission to redefine guilty pleasure, sets out to become the most popular pint in America. The problem is never the ice cream — it is the pack,
which is trying to say everything at once.

The rebrand strips it back to the one thing that matters: calories per pint, front and centre, bigger than the brand name.

Bright colors, a simpler logo, a gold lid, and playful art direction that personifies the product and celebrates its ingredients do the rest. The pint stops over-explaining — and
starts selling the dream.

Scope: Branding and Logo Design, Packaging, Illustration, Copywriting, Art Direction