Jacobar Jacobar
Jacobar Jacobar

Peekaboo Ice Cream

Scope

Branding / Logo Design / Website / Illustrations / Content Creation

Project

Peekaboo Ice Cream approached us at a critical juncture in the food startup’s expansion plan. The Miami-based ice cream with hidden veggies had just obtained their first large order from a supermarket chain in Texas (HEB) and needed a comprehensive brand strategy to maximize their presence and prove their concept to showcase to other retailers and supermarket chains across the country.

What initially started as a social media and public relations project quickly expanded as the brand received more attention and expanded into more regions. The Peekaboo Ice Cream scope included B2B needs like trade show booths and trade show marketing, packaging design, website design, strategic partnerships, media training, and digital advertising. After two years of living, breathing, and yes, eating Peekaboo Ice Cream, we also rebranded the CPG company to a more palatable and consumer-friendly logo and packaging direction. 

Our Approach

Our first order of business was to establish a definitive and clear brand direction for Peekaboo Ice Cream, both extrinsically and intrinsically. We created a comprehensive brand guide that included a brand mission, vision, brand personality, tone of voice, and a brand manifesto that would set the tone for future marketing activities. 

As the first phase of the Peekaboo Ice Cream business expansion was solely based in Texas, we created a highly targeted social media and public relations strategy that focused on the Austin/Houston/San Antonio metropolitan markets. With successful broadcast TV appearances and event tastings at Austin hotspots like Outdoor Voices HQ and Hotel San Jose, we were able to set the groundwork for a national public relations expansion. 

Scope

  • Brand Strategy

  • Brand Guide

  • Marketing

  • Social Media

  • Public Relations

  • Website Design

  • Trade Show Marketing 

  • Packaging

  • Rebrand

Jacober rebranding of Peekaboo Ice Cream. Photo of logo before and after Jacober rebranding of Peekaboo Ice Cream. Photo of new  logo



 

Peekaboo Ice Cream Rebrand

Since the very beginning of working with Peekaboo Ice Cream, we knew that the branding would have to eventually be updated to better appeal to their target market on shelves. There was a deep disconnect between the formulaic logo and packaging, and the youthful and vivacious brand personality. The owner of Peekaboo Ice Cream was concerned with not deviating too far from the original logo type, so we kept the the tall and bold structure of the lettering but softened the feel by applying a hand-drawn look.

We drew a natural through line to the characters that adorn the Peekaboo Ice Cream packaging by replicating the shape of the eyes in the double O’s at the end of Peekaboo. The characters also received a makeover, now featured in a flat vector style with sly smiles. 




 
 
Jacober rebranding of Peekaboo Ice Cream. Photo of the line up of all packaging of ice cream pints.



 

CPG Packaging

We’re all suckers for a beautifully designed package (right?) so it was doubly important that the packaging of the new Peekaboo Ice Cream branding worked to effectively stand out and communicate its brand offering amongst a colorful, crowded, and highly-competitive ice cream case. More emphasis was given to the unique combination of flavors on each pint, as well as their visual illustrative representations in the Peekaboo Ice Cream characters. 

 



 
 
Jacober rebranding of Peekaboo Ice Cream. Photo of packaging before and after Jacober rebranding of Peekaboo Ice Cream. Photo of new mission statement: "Making veggies delicious for all by hiding healthy where you least expect it." and illustration of super hero pint Jacober rebranding of Peekaboo Ice Cream. Photo of new veggie characters illustration representing the different flavor and veggie combinations Jacober rebranding of Peekaboo Ice Cream. Photo of old line up of veggie characters illustration



 

Public Relations Management

Jacober Creative undertook a nationwide search for the right public relations partner to help disseminate and execute our public relations and influencer strategy. Under our guidance, Peekaboo Ice Cream appeared on Goop, PopSugar, Apple News, KTLA, and The Today Show. In addition, we were able to successfully seed product with a variety of mom influencers like Molly Sims, Jessica Alba, Arielle Charnas of Something Navy, and many more.




 
 
Jacober rebranding of Peekaboo Ice Cream. Photo of press reviews from Goop: "Vegetable infused ice cream, it's actually a thing and it's really good" and Popsugar: "This genius ice cream brand is sneaking veggies into every bite." Jacober rebranding of Peekaboo Ice Cream. Photo of new website design Jacober rebranding of Peekaboo Ice Cream. Photo of press review from MSNBC by Rebecca Quick: "Brilliant idea...it's fantastic!" Jacober rebranding of Peekaboo Ice Cream. Photo of new website design; before and after of product page



 

Trade Show Marketing

To further enhance Peekaboo Ice Cream’s profile and make the brand an appealing choice for buyers from grocery stores across the US, we devised and produced several multifaceted trade show booths and sampling carts that could be used for a variety of events — from the Fancy Food Show in New York City to Expo West in Anaheim, to in-store tastings. In addition to the trade show booth design and manufacturing.




 
 
Jacober rebranding of Peekaboo Ice Cream. Photo of new vision statement: "To become a celebrated leader in the freezer aisle achieving wide-spread recognition for our innovative approach to veggies.



 

Social Media Strategy

The social media management for Peekaboo Ice Cream involved a variety of strategies on different platforms. Through our lively and eye-catching content creation from monthly photo and video shoots, combined with a strategic influencer strategy and community management, we were able to raise the profile of Peekaboo Ice Cream and organically grow their audience. 

During the peak ice cream summer season, we created a social media advertising plan that focused on enhancing brand awareness in several major markets across the US, with the intent of driving customers to purchase at their local grocery stores.




 
 
Jacober rebranding of Peekaboo Ice Cream. Photo of a social media post displayed on mobile device and a single graphic to the right Jacober rebranding of Peekaboo Ice Cream. Photo of a character illustration of a happy globe representing sustainable packaging and product