Hunger Craft – Melt

Spreading sweet relief with CBD ice cream brand, Melt.

At Hunger, we wanted to create the ultimate way to chill out with a dreamy, California-inspired CBD-infused ice cream.

Appealing to a younger, open minded audience that had a holistic attitude to health, we wanted to create the ideal way to switch off, chill out and let your cares melt away. With this in mind, you could say ‘Melt’ named and branded itself…almost.

A positioning of ‘sweet relief’ ran through every element Melt touched making it feel, well, chill. We played with confectionary category convention, making their rigid signature stripes melt in front of your eyes. With these lines delightfully distorting, each pattern embodies the product’s stress relieving qualities.

And with flavours such as vanilla, toasted coconut, pineapple and raspberry or vanilla, ricotta toast and summer berries, layers of extravagant colour were used to epitomise the melting pot of ingredients inside.

The wordmark itself plays into a psychedelic retro-vibe without compromising on its premium feel, with the fluid letterforms having the feel of luscious, creamy ice cream’s indulgence.

With such strong brand assets, Melt is effortlessly campaignable; its sophisticated but psychedelic stripes extending seamlessly to everything from posters to vans and ice cream tubs.