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A Vegetable Dressed as Ice Cream.

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There is luxury in having your cake and eating it too —— especially when the cake is a vegetable.

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For SIGNATURE, we built a brand around a simple contradiction: a vegetable dressed as ice cream. Not dessert pretending to be healthy, nor health food pretending to be dessert. A soft serve that tastes indulgent and moreish, while quietly behaving like something else entirely.

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The brief was never simply to make vegetable soft serve look good. It was to change the way the category felt, taking something associated with restriction and making it feel like something you could have more of.

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The creativity began with taste. Each flavour started somewhere familiar, then took a turn: beetroot soft serve, an ode to jam on toast; toasted miso caramel grain-free granola. Familiar enough to recognise, unexpected enough to remember.

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That tension became the language of the brand. A visual identity that resisted the clinical codes of clean eating. A summer pop-up that treated soft serve less like a health product and more like a cultural object. Each choice, an echo of the same sensibility.

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The philosophy is simple: wellness shouldn't require restraint to feel good. It should feel like pleasure, without the aftermath. 

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Curation is knowing exactly what you stand for, and having the taste to let that be enough.

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Creative Direction

brand architecture

packaging design

strategy

pop-up experience

events curation and concepts

brand collaborations

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LOCATION / BELGRAVIA, LONDON

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