PROOF Identity
Client
PROOF Alcohol Ice Cream
PROOF was the first alcohol ice cream to hit the market. As a leader of a new dessert category, the company wanted to elevate the look and feel of its brand to better align with the product’s sophisticated and sturdy taste.
Keep leading and disrupting this new dessert category! Not just with the creamy, bold taste of PROOF, but with a distinctive look, voice, and attitude that lets the world know the PROOF is in the TASTE. Taking our lead from PROOF founder, Jenn Randall-Collins, we created a fresh identity showcasing some of the philosophical framework behind the artisan alcohol ice cream company and its spirited collection of flavor pairings, including a brazen color palette promoting the brand’s sophisticated energy; a typeface reminiscent of Old West saloons; and a velvety design sentiment emphasizing a modern approach to indulgence.
With an approved identity system in place, we focused heavily on content development, packaging and creating a marketing roadmap designed to direct the product’s journey from start-up to national brand.
The packaging took on a life of its own and required multiple versions to accommodate existing containers, new containers, and several portion sizes.
Alongside the roadmap, we developed a suite of marketing collateral, including freezer wraps, coasters, koozies, stickers, popup signs, a booth for outdoor festivals and events, tablecloths, postcards, and T-shirts. We also designed a new website, social media presence and digital media kit.
As the project evolved, we stepped up to provide creative direction in other areas, such as the development of a catering menu, holiday gift packs and a PROOF Pint of the Month Club Membership.
The Work
K. Hope Creative has served as our Chief Marketing Officer for the last several years. Their work with us began with a rebranding effort that included new packaging, content, print, and digital collateral. They have become a critical part of the PROOF team, giving 100 percent to our brand growth through diversified curation of messaging, events, public relations, design, and marketing leadership. Our partnership with them represents the unique spirit of our brand.
Co-Founder & CEO