If you’re going to indulge in some ice cream, you may as well really enjoy it and embrace what ice cream is all about—sugary, caloric-filled goodness. INTERACT Boulder developed Vice Cream, a new Boston-area ice creamery that sees no shame in having a vice so sweet.
“INTERACT partnered with Vice Cream to craft their positioning, branding and design to wake up the stodgy, lifeless, artisanal focused ice-cream category by giving people what they want; bold flavors, bravado and a spoon full of irreverence. With a consumer culture paralyzed by choice, we are bombarded by gluten-free, sugar-free, low calorie options. In the pursuit of health and perfection, we are constantly pushed to work out, eat salads and skip fried foods. Vice cream believes that ice cream is all about unapologetic indulgence––full fat, full flavor.”
“Vice Cream’s cheeky flavor names draw inspiration from some of life’s greatest vices; Afternoon Delight, Breakfast in Bed, Bourbon Mash, Choc of Shame and Higher Grounds. Every aspect of the brand is infused with rich, dark and indulgent personality and attitude. From the late night neon-inspired V logo to the black ice backdrop to the brand copy that expands on the flavor names.”
