Swirl

Swirl is a family business. Early on in Wedge’s history, they sought our expertise and vision to evolve the vegan ice cream brand from start up to scale up. Made with seasonal ingredients, this plant based product needed an identity and packaging that reflected its quality, justified its premium price, and transcended the category.

At the time, plant based category aesthetics were granola: kraft paper and natural colors. Through our research process of Cultural Foraging™, we looked beyond the category and found inspiration in the founders’ love of streetwear: KITH, bold marks, black and white. It was vegan ice cream that didn’t look “vegan,” but just happened to be.

All the character was in the name. We drew it thick, smooth, and curvaceous—turning Swirl into a signature you could almost taste. Colorful fruit stickers nod to the growers behind each flavor and keep the system ready for whatever’s in season. Like the streetwear brands that inspired it, this ice cream, would be released in drops.

In a full-circle moment, the new expression helped Swirl enter the cultural zeitgeist, with invitations to collaborate with KITH Treats, SSENSE, and a number of notable chefs.