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Minus Thirty
Brand identity and packaging refresh for Minus Thirty, a better-for-you gelato brand with 30% less sugar and cleaner ingredients.
Problem
Minus Thirty is a gelato brand known for 30% less sugar and cleaner ingredients. Rhapsody delivered a full brand refresh, including brand identity and packaging design for a food and beverage brand, to support global growth and shelf-level differentiation.
Solution
Rhapsody led a full brand refresh for Minus Thirty, creating a bold, cohesive brand identity designed for clarity, differentiation and scale. Through competitive analysis and creative exploration, we developed a flexible visual identity and packaging design system that highlights the brand’s healthier positioning while maintaining a playful, indulgent feel. The new identity was applied across packaging and digital touchpoints, ensuring consistency across product lines and readiness for global expansion.
Result
The refreshed brand identity gives Minus Thirty a distinctive, cohesive presence across packaging and digital touchpoints. The scalable brand and packaging system clearly communicates the brand’s healthier positioning while creating stronger shelf impact and consistency across product lines. With a flexible visual language in place, Minus Thirty is now well positioned to support global expansion and future product launches.
While Minus Thirty was ready for change, it was important that the brand refresh respected the brand’s existing equity. Rhapsody worked closely with the team to retain familiar elements, including the signature pink colour, while evolving the brand identity into a more distinctive and cohesive system. The result balances continuity with progress, ensuring the brand’s roots remain recognisable as it transitions into its next phase of growth.
The refreshed brand system was designed to give Minus Thirty flexibility without losing consistency. A bold core brand identity allows flavours, textures and ingredients to take centre stage, while the packaging design and visual language provide a clear, recognisable framework. This approach gives the brand freedom to expand its range and experiment with new products, without diluting its identity.
Joy was a core consideration in the Minus Thirty brand refresh. Rhapsody designed a distinctive hand motif that subtly references the brand’s name and 30% less sugar promise, while signalling approval, enjoyment and indulgence. Integrated across packaging and campaign visuals, the mark adds personality and warmth to the brand identity, reinforcing Minus Thirty’s belief that better-for-you ice cream should still feel fun, playful and rewarding.
