The indulgent ice creams designed by the creative agency 'Interact Boulder' have an aggressive aesthetic that makes them stand out from their competitors.
Called 'Vice Cream,' the brand was designed to be reminiscent of nighttime – with a jet black background and a sign that appears to be neon making up the letter 'V.' The branding of the sweet treats works to be "unapologetic" in its flavor and ingredients, working against the dietary restrictions that other brands aim to accommodate. The indulgent ice creams feature flavors with bold names like 'Choc of Shame,' 'Afternoon Delight,' 'Higher Grounds,' 'Breakfast in Bed' and 'Bourbon Mash.'
These intensely branded desserts help to forgo the guilt that people associate with eating ice cream and encourage consumers to indulge without restrictions.