Phin and Phebes started as a regional brand in Brooklyn, NY and made a name for itself with unique and surprising flavors. When the potential to become a national brand presented itself, Phin and Phebes partnered with Interact to help bridge the gap from the small cult followings of Brooklyn into an approachable, mainstream consumer brand that still had soul.
Interact initiated the project by conducting a retail landscape analysis of the national ice cream category. A key insight from the analysis was that that most ice cream brands focused less on messaging and more on flavor appeal, and while Phin and Phebe’s original packaging highlighted each flavor profile in bold display, Interact developed a system that addressed the trends of the category while simultaneously maintaining existing brand equities. By combining proprietary typography with new photography and illustration, quirky brand personality and appetite appeal were seamlessly blended together.
Interact then utilized the entirety of the pint to tell the unique stories for each flavor’s ingredients and inspiration. Combining the characterful brand voice with enhanced and fluid storytelling, the optimized packaging drives consumer interest and loyalty.
By providing a central, focused element to the front of the pack consumers can easily distinguish flavors, even through the freezer door. In changing the lid color to purple, we believe the Phin and Phebes line builds a colorful brand block, cutting through the clutter at shelf and establishing Phin and Phebes as a legitimate player in the category.