Overjoy Ice Cream
Product Launch

Oh, how I love a good name.

When we started branding Hy-Vee's new ice cream, we only knew one thing: it cut the calories without losing the taste.

The first piece we established was the name, Overjoy. It distilled the product story into one vivid emotion. All the pieces that followed brought that feeling to life.

The resulting creative popped at shelf and took home the Vertex 2019 Gold Award.

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Branding

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Narrative

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Launch Ad

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