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CLIENT - Huga Ice Cream

OFFER - Consumer Insight, Positioning, Identity Design, Packaging, Website Design

INDUSTRY - FMCG

Scoop, Smile, Repeat

Positioning, Consumer Insight, Brand Identity, Packaging & Website Design

Can ice cream be both indulgent and healthy?

Bharat came to us with a clear dream—to build a brand that felt joyful and comforting while delivering the benefits of a health-forward, high-protein dessert. His ask was simple - Make HUGA a brand that kids, parents, gym lovers, and even diabetics would reach for—with zero hesitation.

The challenge? Build a wholesome brand identity for a category rooted in indulgence.

14 Bn USD

India's ice cream market is projected to grow at a CAGR of 15% from 2025 to 2034, reaching approximately USD 14 billion by 2034.

Rising Demand for Low-Fat Desserts

The global market for healthy low-fat desserts is anticipated to reach USD 4.85 billion by 2035, growing at a CAGR of 6.1% from 2025.

“I wanted to recreate the joy of ice cream—with none of the guilt. Something everyone could indulge in, without overthinking it.”

Bharat
Founder, Huga Ice Cream

Our Approach

There is an increasing consumer preference for low-fat, sugar-free, and dairy-free ice cream options, with younger demographics willing to pay a premium for products that align with their dietary choices.

The Asia-Pacific functional ice cream market is expected to grow at the fastest CAGR from 2023 to 2032, with India identified as the fastest-growing market in the region. This growth is attributed to the increasing demand from young consumers and the launch of premium products by key manufacturers.

Naming the Brand

Our journey began with a discovery sprint—grounded in listening

We ran early-stage research across diverse consumer segments

Parents of young kids
Fitness enthusiasts
Older audiences with dietary restrictions

We explored not just their willingness to try—but when, why, and how they consume ice cream. Would parents pick up a whey-infused tub for their child? Could this be a post-workout treat? Would sugar-free options invite guilt-free indulgence? What’s the right price point for premium health?

These insights helped us define HUGA’s sweet spot—where comfort met credibility.

Sometimes, the name is already in the room.

Bharat was drawn to emotions—of joy, comfort, and coziness. HUGA, a playful take on the Danish word Hygge, felt like the perfect fit. It nodded to Scandinavian minimalism while evoking warmth and ease. A name that sounded happy. Felt happy. And lived happily in a freezer.

Designing a logo that smiles back

A tub that stands tall in a sea of sameness—online and offline

Over 40% of consumers consider factors such as product origin, ingredients, and materials used in packaging, highlighting a broader demand for transparency.

In a freezer aisle packed with lookalike tubs, packaging is your brand's loudest voice. Bold, contrasting colors are crucial—they must break through the cold fog and instantly catch the eye. For an ice cream brand, the right palette doesn’t just attract attention—it triggers craving.

We wanted the HUGA logo to feel instantly joyful—whether printed on a flat card or wrapped around a curved ice cream tub. The logotype had to be bold yet friendly. Modern yet emotional. Recognizable across formats and memorable enough to build recall.

We paired it with a warm, happy palette—yellows for sunshine, pinks for play—and typography that made you want to take a second scoop.

The HUGA brand was primarily designed for retail—a freezer aisle pick-me-up that people could discover, touch, and take home and prepare HUGA for a future where discovery may gradually move to q-commerce giants.

As online delivery platforms expand, packaging today needs to do double duty—pop on a shelf and stand out on a smartphone screen.

Each flavor was assigned a color that felt intuitive and expressive. Vanilla in warm cream. Chocolate in rich cocoa. Every tub highlighted ingredients sourced from their place of origin—like vanilla from Madagascar or cacao from Ghana.

We balanced visual storytelling with product transparency -

✓ Nutritional info up front

✓ Ingredient origin stories

✓ Color schemes tied to flavor experience

All while navigating real-world constraints—budget, print bleeding, eco-friendly material options, and freezer-safe durability.

Building a joyful digital storefront (with a side of investor appeal)

The website needed to do two things :

1. Delight customers and ice cream fans

2. Impress potential investors and franchise owners

We structured the UX to speak to both :

For consumers :

Playful micro-interactions

Bright, feel-good visuals

Fun page names like “Why go Gaga over HUGA”, “New Scoop”, and “Feed us back”

For stakeholders :

A founder’s story worth telling

Clear nutritional transparency

Brand vision that could scale

Tone - Urban. Millennial. Relatable.

The Result

The voice of the brand was casual, conversational, and a little cheeky. We wanted people to smile even before they opened the lid. From website copy to on-pack communication, everything was written to make you feel like HUGA was your friend in the freezer.

A brand that feels as good as it tastes

From naming to packaging to digital touchpoints, we helped HUGA build a category-defining presence that combines joy with credibility—and is built to scale, both in-store and online.

We cannot say enough about Pooja and her team. As a startup we were struggling with how to brand our business. We came across Vamos through a reference and we're thrilled to work with them on our project. Vamos provided us with absolutely perfect guidance. They've been fantastic to work with and we look forward to work with them in the future!