Cream of Life

Cream of Life’s useless function is the calories, printed large enough to read from the freezer door. Honesty, worn as decoration. Ice cream with a purpose: almond milk, Greek yogurt, real fruit, no added sugar. The category hides the label. Cream of Life puts the honest part on the front, with the calories in a numeral you can read from the freezer door and one line that wobbles. Every pint is white paper. The squiggle is one continuous line, the shape of a scoop being pulled, and the only thing that changes colour. The shipper. A high-contrast serif with a full stop, CREAM OF LIFE., always alone. The sign, out in the world. The mural. Indulge, redefined: better habits, sweeter days.