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lick me first
Lick Me First is a brand rooted in emotional candour and sensory freedom. It reframes ice cream as comfort without apology, a response to overstimulation, vulnerability, or the simple need to pause. Rather than positioning indulgence as something to justify, the brand embraces it as an honest, human moment.
The identity is built using bold typography, expressive character elements, and high contrast colour systems that feel playful, self aware, and intentionally imperfect. Each flavour is conceived as a distinct emotional state, and every pack functions as a small but deliberate expression. Designed to be seen, held, and emotionally felt before the first bite, Lick Me First turns ice cream into a medium for mood, connection, and relief.
WHY
AND HOW
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PROBLEM
The ice cream category is dominated by narratives of indulgence, guilt, and performance driven pleasure, leaving little room for emotional honesty. Most brands rely on predictable cues of fun or luxury, rarely acknowledging the emotional reasons people actually reach for comfort food. As a result, packaging and messaging often feel generic, transactional, and disconnected from real human moods and experiences.
[2]
SOLUTION
Lick Me First reframes ice cream as an emotionally valid experience rather than a guilty treat. The brand embraces sensory permission through a visual identity built on bold typography, expressive characters, and high contrast colour systems that feel playful, self aware, and unapologetically human. Each flavour is designed to represent a distinct mood, with packaging acting as a small emotional statement that invites connection before consumption. This approach allows the brand to stand out in the category while resonating deeply with consumers seeking comfort, honesty, and emotional relatability.
