WHY THIS NEW ICE-CREAM BRAND ONLY MAKES SENSE AFTER DARK

Summary from the TLDR Design newsletter

Snooz is a sleep-friendly ice cream brand built on the insight that most ice cream is eaten at night, replacing typical ingredients with calming ones like chamomile and magnesium. How&How created a fully night-oriented brand identity—dark palettes, moon-infused typography, late-night photography, and an adult, conspiratorial tone—demonstrating how a strong insight, when followed boldly and coherently, can define an entire creative system.