PINK’S ICE CREAM

After a tsunami in Thailand interrupted the importation of Thai ice cream, the founders of Pings began producing exotic flavored authentic Thai ice cream for restaurants and clients in the Seattle area. As their product gained popularity at farmers markets, Pink’s wanted a brand that captured their philosophies and target audience. CRP partnered with Pink’s to develop a total brand strategy and business model, including positioning, consumer segmentation, investor pitch decks, and packaging design. The overall goal was to shift the perception that Asian flavors can be ethnic, but not foreign. Why? Because “life’s too short to be vanilla.”