Disrupting the Ice-Cream World.


Brand Positioning and Proposition

Name Generation

Brand Identity

Branded Experience and Interior Design

Launch and Awareness Strategy

Art Direction

Product Development


Million Views on Social Media


Products Were Sold


Samples distributed

See How We Made Life Taste Better with Wall’s
The challenge

To energise and disrupt the global soft ice-cream market, by creating an experience-led product brand and retail ecosystem.

Wall’s engaged us to create and develop a completely new directional brand in their ice cream stable. Briefed to ‘think and act like a start-up’, the collaboration targets Gen Z & millennial influencers alongside traditional soft-ice fans including kids. It was designed to launch a product brand through experiential and social media activations, rather than traditional advertising.

The big idea

Championing Creativity: A no-holds-barred explosion of artistic self-expression.

Where Art Meets Ice-Cream

Our collaboration with Wall’s developed the Soft Republick brand from positioning, customer profiling, digital & physical communications, to global launch & marketing strategy, coming together as a complete brand experience. Conceptually a vibrant, positive force for good in the world, Soft Republick brings communities together over the simple joy of ‘Messy Creativity’ expressed through the delicious artistic medium of soft ice-cream & unlimited combinations of individually assembled serving combinations.

A Free & Expressive Identity

As well as a logo crafted as an illustration, exclusive photography and graphic characters, we created and developed a bespoke custom typeface. This font features three styles alternating through random programming, allowing each typographic lock-up to feel different to the last – the overall effect giving a playful yet measured design.

Brought to Life Experientially

Initially trialled as a successful pop-up store in London’s iconic Spitalfield’s Market, we then took the ice-cream revolution was across the globe. For the simultaneous activation in Brighton, UK and Istanbul, Turkey, we developed Soft Republick ‘Experience Ecosystems’ to launch, localise and test the flexible brand model in live sites; all done to drive social media traffic and brand engagement without heavy advertising spend.

I-AM was the perfect partner to help us create a sophisticated and innovative brand experience, with flexible assets that could travel across Soft Republick's ecosystem.

Fernanda Costa, Senior Global Brand Manager for Wall's at Unilever

A Brand with Purpose

As part of the brand concept, we worked on ways to introduce local relevance. With the aim to inspire creativity and encourage self-expression, we created a brand experience that supports local creative talent. We did this by implementing a free space within the stores to promote local talent. Brighton artist ‘Pinky’ was the first to take over the space with fantastic results.

Social Strategy

Soft Republick took to social media by storm, bringing in plenty of followers and becoming a hit with influencers and bloggers. We set a launch strategy that built over time and got people talking about the brand.

Our process

Behind the scenes

Research & Workshop

By building a Shared understanding of the Soft Republick brand, purpose, learnings, trends and objectives, we assembled a cross-functional working party to define the brand experience attributes and principles of each touchpoint, as well as what would be served and experienced there. We conducted best-in-class tours of ice cream experiences in London and virtual tours in Tokyo and Berlin to analyse exciting new concepts.

Food Development

In-depth exploration of the product-serve side of the market informed our involvement in developing unique soft-serve formats such as the ‘Soft Dog’, Mini Eys-scream and Graffiti Cone. It was a tough job but someone had to do it.

Art Direction

We visually managed all aspects of bespoke site illustrations. Sourcing, finding, briefing and working with the street artists involved.We also managed the product photography art direction.

Brand Activation

Ultimately Soft Republick is a product brand, and its strategy requires a brand experience, to be first encountered at different physical ‘format touch-points with a detailed service design process. The stores, kiosks, ice-cream vans and even ice-cream backpacks provided amazing content for the social media feeds. The resulting ‘Urban Explosion’ is a Soft Republick brand world that champions self-expression and celebrates individuality.wal

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