Set out to become a leader in super-premium ice cream by redefining expectations on taste & texture, integrity of ingredients, and how ice cream should leave you feeling.

Complex story - where and how to communicate and educate consumers about benefits, mission, and brand vision? How can we communicate realness while being supernatural (bringing strategy & RTBs to life)?

With tons of other brands offering craft quality ice cream, how do we stand out on the shelf amongst the considerable competition behind those icy glass doors?

By elevating Alec's communication with photography (taste & texture), color, and a compelling narrative, the brand was better positioned to deliver on why they are indeed better tasting and better for the planet.

Creating an imaginative world that portrays the planet and cow as companions piques curiosity and invites one to learn more about the product's regenerative qualities. The playful illustrations show tone while highlighting the importance and benefits of regenerative farming practices. The layering of artfully stylized food photography creates a rich sense of indulgence to pay homage to the ice cream's premium quality and ingredients.

With solid brand blocking and a newly crafted logo, the prominent hierarchy on the pack with flavor and color cues make Alec's easily stand out while offering an emotional connection to the target audience.

Launched new flavor @ Expo West 2022 - NEXTY Award finalists for Best New Organic Food & Best New Dessert.

Within the first year, increased distribution by seven times. Featured on Today Show, Bon Appetit, WSJ, NOSH, Huffington Post, E-Online, and FoodBev Media.

As of 2022 Alec’s became available nationally in Whole Foods Market, their top aspiration when kicking off the project