If you’re going to indulge in some ice cream, you may as well really enjoy it and embrace what ice cream is all about—sugary, caloric-filled goodness. INTERACT Boulder developed Vice Cream, a new Boston-area ice creamery that sees no shame in having a vice so sweet.
“INTERACT partnered with Vice Cream to craft their positioning, branding and design to wake up the stodgy, lifeless, artisanal focused ice-cream category by giving people what they want; bold flavors, bravado and a spoon full of irreverence. With a consumer culture paralyzed by choice, we are bombarded by gluten-free, sugar-free, low calorie options. In the pursuit of health and perfection, we are constantly pushed to work out, eat salads and skip fried foods. Vice cream believes that ice cream is all about unapologetic indulgence––full fat, full flavor.”
“Vice Cream’s cheeky flavor names draw inspiration from some of life’s greatest vices; Afternoon Delight, Breakfast in Bed, Bourbon Mash, Choc of Shame and Higher Grounds. Every aspect of the brand is infused with rich, dark and indulgent personality and attitude. From the late night neon-inspired V logo to the black ice backdrop to the brand copy that expands on the flavor names.”
Vice Cream is a wonderful approach to throw in some variety into the market of ice cream and frozen treats. Instead of a healthy version, an all-natural line, or a wholesome ice cream for the whole family, Vice Cream stands out immediately because it acknowledges that voice in our head that says, “I know I shouldn’t, but I’m going to anyway.” The name alone is a clever play on words, and the copywriting encourages consumers to “Live life. Dig in.” The packaging is primarily black with flashes of neon color, almost comparing a pint of Vice Cream to a wild, crazy night out with your closest friends—perfectly positioning it for adults. A spoonful of the ice cream appears on the front in all its glory, acting as the final selling point for anyone who’s considering a little indulgence in life.
“In a world of perfect ice cream scoops and idealized product photography, we carefully curated our ice cream to show off its deliciously sensual and sinful side. The perfectly imperfect reality of ice cream, the luscious curls from a spoonful and most importantly, the sensual melting and dripping. All while showing off the inclusion indulgent pieces of fudge ripples, chocolate chunks and bourbon swirls. Launching in Boston, Vice Cream has now started its expansion amongst the East Coast, bringing ice cream lovers the unapologetic indulgence they’ve been craving, and the conviction to Live Life and Dig In.”
