Swirl
Wedge• Date added
• Date added
Swirl is a vegan ice cream brand based in Montreal, which takes pride in using all-natural ingredients that change with the seasons.
Montreal and Los Angeles-based brand and creative studio Wedge developed the brand identity and packaging design for Swirl.
Client
Swirl
Year
2020
Design Director
Justin Lortie
Creative Director
Sarah Di Domenico
Lead Designer
Ariane Leblanc
Typefaces in Use
Swirl is a vegan ice cream brand based in Montreal, which takes pride in using all-natural ingredients that change with the seasons.
Montreal and Los Angeles-based brand and creative studio Wedge developed the brand identity and packaging design for Swirl.
The founders of Swirl aimed to challenge the stereotype of vegan food by drawing inspiration from streetwear, creating a brand that goes beyond traditional branding to be bold and fashionable. This unique approach has helped Swirl stand out in the competitive plant-based ice cream category, and secure collaborations and partnerships with culture-making leaders such as KITH Treats, SSENSE, and Erewhon.
The custom logomark features a bold and flowy design, inspired by the smooth and creamy texture of its ice cream formula. The fruit sticker on the packaging indicates the unique flavour, and connects with the community of producers and farmers that Swirl works with to create its unique and seasonal flavours.
While Swirl's original vibe was very simple, the founders recognised the need to elevate their product through packaging design. They first established a new tone, allowing Wedge to focus on creating packaging that was both simple and efficient for the production and packaging of new and upcoming flavours.
"The funny thing is, Swirl already had an existing logo that we were originally not mandated to change. But the new packaging design was so impactful that they decided to change it to the Swirl you now know!"
The founders' passion for streetwear fashion led them to seek bold and simple symbols that would resonate with their cultural vision of releasing new and rotating ice cream flavours as "drops". Wedge's penchant for exploration and extensive trial-and-error process led to this innovative packaging design, which successfully replicated the soft and swirly texture of the ice cream in a harmonious and natural way.
Wedge
Wedge is a strategically-backed creative boutique that focuses on developing distinct brand identities. The boutique works with progressive founders and businesses to evolve, clarify, and build their brand, helping them move on to the next stage of growth across strategy, identity, packaging, campaigns and more.
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