A brand that pairs the joy and sweetness of ice cream with a wide spectrum of emotions.

Meltdown Creamery brand is built around the full spectrum of emotions, both good and bad. The concept plays with the contrast between the joy and sweetness typically associated with ice cream and the less positive feelings of sadness, frustration, and anger. Since people often turn to comfort food when they’re overwhelmed, the brand leans into that idea: emotional, sweet, and ironic. The design features three signature flavors, each is inspired by a distinctive emotional state.