🧠 Deep-Dive Brand and Consumer Insighting

Our multi-disciplinary team of psychologists, sociologists, researchers, designers, and F&B specialists dove deep into the emotional and cultural meanings of ice cream and milk.

Key Findings:

• Ice cream evoked feelings of being on a blissful trip—a reward, a joy, a carefree escape.

• Milk stirred emotions of being nurtured and cared for—comfort, love, childhood.

Carmen’s Best needed to deliver both: a moment of joy and a feeling of care. This insight became the anchor for its relaunch.

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🔍 Brand DNA Refinement

We defined a new central brand DNA:

“There’s no better joy than giving your best.”

This reflects not just product excellence, but the brand’s deeper spirit: a desire to share the best of yourself with others.

🧪 Consumer-Centered Design Research

Bootleg’s strategy, research, design, and food teams collaborated to:
• Scan global trends in gourmet dairy, cheese, and frozen dessert
• Conduct taste tests with lifestyle tastemakers and culinary experts
• Host customer interviews and concept validation sessions
• Audit Carmen’s Best and competitor brands in-store and online
• Immerse in retail, restaurant, and lifestyle settings to assess relevance and cues

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🎨 Design Partnership with Brandyard

Bootleg partnered with Brandyard to bring the strategy to life through a bold new visual identity system, rooted in the refined brand DNA and human insights.

The result: a fresh, elegant, joyful look—built for both everyday premium and seasonal gourmet indulgence.