lick me first
Client
Practice
Typology
Branding and Packaging Design
Ice Cream Without Permission
Lick Me First is built on the idea that ice cream is an emotional product before it is a nutritional one. The brand speaks to people who feel intensely, move quickly, and don’t want their indulgences wrapped in guilt or justification. Its visual language is bold and unapologetic—strong typographic blocks, expressive characters, and flavour-led colour systems that turn each pack into a mood rather than a variant. The identity is designed to be instantly recognisable across formats, while still feeling intimate and human when held in hand.
In a category dominated by either loud novelty or restrained wellness, Lick Me First occupies the middle ground with intent. It delivers better-for-you ice cream without stripping away personality, humour, or desire. Health cues exist, but they never lead the conversation. Instead, the brand reframes consumption as comfort and self-validation, creating a system that scales from retail shelves to real-life moments—on the couch, in the sun, shared, or eaten alone. It’s not about rules or restraint; it’s about feeling seen, satisfied, and allowed.
