Craving
Creativity
Nightfood Ice Cream
OVERVIEW
Find Your Crave Monster
Nightfood is a delicious ice cream with sleep-expert approved ingredients that satisfy late-night cravings without messing with your sleep. The creative challenge centered around promoting a rich taste appeal, while highlighting the brand’s special nighttime snacking formulation. OffWhite’s solution was to play off consumers’ desire to be naughty at night without the guilt.
The result? 40,000 consumers voted Nightfood 2019 Product of the Year and leading global consumer researcher Kantar named it best new ice cream 2019.
PRODUCTS
Ice Cream Pints
SERVICES
Market Research
Strategy & Positioning
Branding
Illustration
Photography
Packaging
Web Design & Development
Branding
LOGOTYPE
The custom typeface has soft night-time friendly edges with a clever accent on the “I” moon shape.
MONSTERS
We created a series of custom-illustrated, lovable CraveMonster characters holding dearly onto their deliciously-photographed ice cream ball – enabling consumers to connect with their inner CraveMonster with every tasty lick. Each character mimics the yummy flavor it represents: for example, for the ‘Cherry Eclipse’ flavor, the monster’s eyes are cherry-shaped, while for “Cookies and Dreams,’ the monster’s body resembles a chocolate chip cookie.
Packaging
LINEUP
To support the nighttime positioning, all flavor names echo nocturnal themes, such as Full Moon Vanilla and Midnight Chocolate, and soothing Zzz’s and rounded shapes complete the packaging.
SPECIAL EDITION
Nightfood’s amazing taste and fun positioning attracted celebrity talent to want their own custom caricature and flavor. The OffWhite team was up for the challenging finding unique applications and Nightfood-style “Monster-qualities”.
Michael Clifford
5 seconds of Summer
Lead Guitar, Vocals
Richard Sherman
San Francisco 49ers
#25, Cornerback
Web Design & Development
Our approach to the web experience was to create fun, night-friendly imagery with each section displaying how our CraveMonsters live within moments in time.
