The British ice cream brand Snooz is entering the market with an idea that is unusual for this category. Instead of a dessert for hot days, walks, and summer vibes, the brand offers a product for a quiet evening. At the heart of the story are not energy and bright emotions, but rest and sleep.
The meaning of the new product lies in its ingredients. Instead of sugar and artificial additives, the brand uses chamomile, theanine, magnesium, and lemon balm ingredients known for their calming effects. The brand builds its entire pitch around gentle support before bedtime and redefines the very concept of an evening dessert.
The name is derived from the English word “snooze,” meaning a light nap. This theme is further developed in the brand’s visual identity, created by the London-based studio How&How. The brand has moved away from the bright, loud, and almost childish aesthetic typically associated with ice cream. It has been replaced by a nocturnal atmosphere with a gentle mood and a calm rhythm.
The logo is based on the word “Snooz,” set in three-dimensional letters with rounded outlines. The most striking detail in the logo is the pair of overlapping O’s. Because of their shape, they resemble closed eyes, which links the name to the theme of sleep.
The brand’s color palette centers on rich lilac and purple, evoking associations with twilight and the night sky. Star motifs and shimmering details complement the packaging. The entire image conveys a single feeling: evening comfort, silence, and a gentle pause before rest.
Sales will launch in February 2026 with a vanilla flavor. Chocolate and salted caramel will be added later. Snooz targets an adult audience for whom sleep and well-being have long been part of their daily self-care routine. The brand invites people to view ice cream differently as a peaceful evening ritual rather than a casual sweet treat.