ChunkChunk Ice Cream
Going for max taste appeal to stand out in the highly branded freezer aisle
01
Challenge
ChunkChunk Ice Cream is a Minnesota-based company churning out tasty, small-batch ice cream bars and sandwiches. Founded by a professional baker, ChunkChunk merges the best of ice cream and baked goods for a truly special, handmade treat. With a growing fanbase and opportunities for shelf space at local grocery stores, they were at a critical growth point. They needed an identity that would help them compete against the established brands already crowding the freezer section.
02
Insight
As a freezer treat, the founder had naturally built ChunkChunk’s brand to follow the lead of other ice cream sellers. But we found that thinking of it as just ice cream only told a piece of the story. Made by hand with high-quality ingredients while crossing the line between baked goods and ice cream, ChunkChunk’s sweet spot is all about next level indulgence.
03
approach
In a category that’s all about treating yourself, we built ChunkChunk’s positioning around their more-is-way-more-delicious approach. From there, we created an identity system that leans into maximalism to celebrate every mouthwatering flavor and texture. In a freezer section filled with national brands featuring beautiful packaging, ChunkChunk shows up as the clear choice for whenever you need something more.
A transformation
| from: | To: |
|---|---|
| Makeshift | Handcrafted |
| Understated | Fresh & fun |
| Startup mode | Established |
As the founder of ChunkChunk, our brand has always been deeply personal to me. When it came time to rebrand, I wanted a partner who could truly understand the heart behind what we are building. I am incredibly grateful for Little’s ability to bring our vision to life in such a meaningful way. They helped us see the brand more clearly and gave ChunkChunk a stronger voice and presence for this next chapter of growth.
