Snooz brand launch is nothing to sleep on

The ice cream brand replaces sugar with sleep-inducing ingredients for after-dinner enjoyment. Snooz partnered with London- and LA-based branding agency How & How to create an identity that feels dreamy and indulgent.

Over 60% of ice cream is consumed past 6pm, so Snooz wanted to create a product that didn’t get consumers wired before bed. The ice cream is infused with ingredients like camomile, lemon balm, magnesium and theanine to create calming effects. 

With sleep right at the forefront of the brand, an identity that belongs to the night was a clear choice. Snooz’s wordmark looks like a plush pillow with the ‘O’s forming two eclipsed moons. The colour scheme mixes light purples with deep indigo for an airy, yet sleepy feeling.

The digital visuals put the ice cream floating in space or in a hazy purple sky. Photography shows people in their pyjamas dozing off on couches and beds with pints of Snooz ice cream in their laps or on the floor next to them.

Verbal cues add to the sleepy theme with phrases like ‘Sundae lie in,’ ‘Warm milk’s older cousin’ and ‘Less wired more tired.’ 

"Snooz is new to market, but we’re showing up like we’ve been here for years. That’s the power of a world-class brand – and How&How delivered it,” says Ben Cowley, CEO of Snooz. “They brought sharp thinking, serious creative talent and a level of rigour you usually only see in much bigger agencies. They helped us define our positioning, shape a story people instantly understand and build a brand identity that feels confident, premium and distinctive in a crowded category.”