Ice cream isn’t just about indulging in flavor; it delights our other senses, like sight. Rich colors, ribbons, and pieces of mix-ins poking out of the frozen mounds of creaminess provide a feast for the eyes that is a prelude to the deliciousness ahead.

But what if ice cream were devoid of all color?

In partnership with artist Cj Hendry, Jeni’s is raising the question and challenging ice cream lovers to rethink how ice cream tastes without color with a new, limited edition flavor called “Opaque.” The ice cream brand gave Hendry a simple directive: black.