Your earliest ice cream memories probably have nothing to do with pints of Ben & Jerry’s or Häagen-Dazs. Your memory bank is likely loaded with idyllic pictures of dripping ice cream cones, sundaes, and those little paper cups with the peel-off lids and a wooden spoon.

Well, it’s that flat wooden ice cream shovel that inspired much of design studio Partners In Crime’s work for The Nice Company. Creating custom typography that leaned heavily on the wooden spoon and coupled with retro-fun colors, the studio’s branding and packaging thoroughly revitalized the ice cream maker’s visual identity.

We spoke with partner (in crime) and creative director Chris Moore about the studio’s recent work for Nice Company and what drove their refreshingly ingredient-less packaging.