Underground brand identity

Underground, a multi-niche ice cream brand based in Denmark, draws its inspiration from the vibrant and rebellious New York underground scene of the 1970s. This rich cultural heritage is woven into the fabric of the brand, influencing its ethos and identity. The brand offers customers a unique product experience with its low-calorie, high-protein ice cream, catering to those who seek healthier alternatives without compromising on taste. The company’s innovative approach to product development is backed by decades of experience, with its journey beginning in 1977 and continuing to the present day. This deep-rooted history in the industry allows Underground to craft niche products that stand out in the competitive market, offering a blend of nostalgia and modernity.

The collaboration with the Food Union private label brand marketing team marked a significant step in the evolution of Underground. Together, we are created a flexible and bold brand system that not only adapts to various marketing tools but also thrives on creativity. This system is designed to illuminate and strengthen the connections between the Underground brand and various creative collaborators, reinforcing its position as a brand that is both innovative and deeply rooted in cultural expression. The brand system is not just a marketing tool but a creative platform that bridges the gap between the brand and its audience, fostering a community of like-minded individuals who appreciate both the product and the culture it represents.

As part of this rebranding effort, a new brand identity was meticulously crafted. This identity extends beyond mere visual elements, encapsulating the brand’s essence and translating it into a cohesive and engaging customer experience. The packaging design, a critical component of this identity, was developed to align seamlessly with the brand’s new direction. It features a modern aesthetic that reflects Underground’s commitment to quality, innovation, and sustainability, while also being visually appealing and functional. The packaging not only attracts attention on the shelves but also communicates the brand’s core values and reflecting the creative spirit of the brand  to the consumer.

The development of the identity for creative collaborations is a key aspect of the brand’s strategy. This involves the expansion of tools and design techniques to facilitate effective interaction with various creative authors, platforms, events, and initiatives. The design for these collaborations is intentionally bolder and more expressive, with dynamic principles of layout, typography, and colors coming together to create a visually cohesive identity. This approach ensures that the brand remains fresh, relevant, and aligned with the creative vision of its partners, fostering a culture of innovation and collaboration.