Minus the Moo is lactose-free, real dairy ice cream. Talking with the client about their business, goals, and perception they want buyers to have, we discussed their strategy, style and disdain for anything cow-related. Think JCrew style with a hipster heart. When we started playing with scoops in a bowl, adding pattern and fun elements, the personality of the brand came to life. The most recent iteration of their pint packaging called out the unique selling points even more boldly with a stronger color coding system and brand elements.