Joy with every bite

Industry

Food & Beverage / Social Enterprise

Service

Brand Strategy / Brand House Design / Team Facilitate

Summary

IceSpring started with a fruit the market didnʼt want. Too ripe, too soft, too easily bruised — and almost always, the sweetest.%The founder chose to keep those fruits. And in doing so, kept the trust of the farmers who grew them. The popsicles made from those fruits didnʼt just taste good. They carried a different way of making things: using whatʼs local, whatʼs overlooked, whatʼs just right. Together, THE PARTNER and Spring Branch found the starting point of the brandʼs heart — and helped turn popsicles into the most intentional thing in the freezer.

What we did

• Helped clarify the brandʼs belief: it wasnʼt about popsicles. It was about changing a value chain. We started with brand philosophy, and helped define IceSpring as a social enterprise that supports local, sustainable economies — not as a charity, but as a system.
• Built a brand voice that gave the popsicles a way to speak. From packaging copy and flavor names to cultural tone and “Taiwan-ness,”%we made sure the brand could live just as comfortably in a farmersʼ market as in a museum shop.
• Designed a co-branding model so others could collaborate with IceSpring as a storytelling partner. Cultural orgs, designers, nonprofits — they didnʼt just stick a logo on the stick. They joined in telling a story that mattered.