Beckon Ice Cream

Branding | Naming | packaging design | Strategy
beckon ice cream party

Beckon (formerly Minus the Moo) is an ice cream that happens to be lactose – free. They faced a sizable challenge; consumers had a hard time shaking preconceived notions around the set. Lactose – free just didn’t scream delicious to customers. Our goal was to re envision the lactose-free ice cream category. We wanted Beckons’ ice cream to evoke premium indulgence and taste first and foremost, letting lactose-free take more of a secondary backseat.

lactose free ice cream


beckon ice cream


minus the moo


diary free ice cream


mint chocolate chip ice cream
espresso ice cream
chocolate chip ice cream
vanilla ice cream
ice cream you scream
chocolate ice cream lactose free
beckon ice cream
beckon owners diary farm
lactose free ice cream snack

The Results

The rebrand, launched in June of 2018, included our new name, Beckon, that served as a welcoming call and invitation for consumers to indulge.  Three months post-launch Beckon’s new packaging and brand fueled their authorization for a nationwide launch in Whole Foods Market. Sales between FY 2018 and FY 2019 grew 200% in the Northeast WFM region, where the brand initially launched. Beckon added +700 doors in 2019 and will add +600 in 2020.

beckon packaging redesign
dairy full and lactose free
beckon vanilla icecream
chocolate chip ice cream cone
chocolate ice cream
ice cream cone
mint chocolate chip
vanilla bean ice cream