POPS: Flavour with a face.
This one’s up there with my all-time favourites. A genuinely brilliant idea: cocktail-inspired frozen desserts. What’s not to love? The concept was simple, but incredibly fun to bring to life. Using the tagline Embrace the moment as a jumping-off point, I wanted each flavour to feel like a completely different experience. Best way to do that? Give them personalities.
So that’s what I did. Each flavour became its own character, inspired by its ingredients and shaped by its taste. Limoncello Cheesecake? Zesty, cute, a little coy. Chocolate Orange? Smooth, sultry, a total flirt. Watermelon Martini? Cool, sassy, always the main character.
The result was a brand that doesn’t just sell frozen cocktails, it invites you to meet them. To hang out, party, people-watch. Whatever the mood, there's a POPS to match. Visually, it all holds together through a bold but flexible system. Strong colour, consistent structure, plenty of room to play. It gave POPS what they needed: something distinctive, something memorable and something that could grow with every new product drop or summer popup.
Cold, clever and a little bit cheeky, just how we like it.
Project type: Brand creation
Industry: Food & Beverage
Services: Branding / Copywriting / Packaging / Social
The brand had to do two things well: be instantly recognisable and flexible enough to grow. So I kept the layout consistent, same structure, same confident use of space, but let each tub tell its own story through colour pairings and playful flavour characters. The logo? Always front and centre, oversized and unapologetic. The result: packaging that feels totally bespoke, but unmistakably part of the same loud, loveable family.
POPS isn’t just online. It’s real, loud, and full of flavour—like the brand, and the ice lollies. Every detail adds up: from deadpan signs to unapologetically happy smiley faces. Even the stickers have something to say. You don’t have to walk in to get the vibe, but it helps.
The photography had two jobs: show the craveable detail of a cocktail-laced dessert, and how it feels to eat one. We styled each shot to match the flavour’s personality, nails, outfits, all in sync. Because once you’ve had a POPs, you start to channel it. Weirdly accurate.