Wise Acre

In 2006, WiseAcre hired Axon for the brand development and product launch of a new line
of frozen treats representing a whole new category in the frozen confection slot. Having introduced the pops with great success in several local food co-ops, the client felt the time was right to make the next step towards commercial success with a complete brand
development campaign. Axon’s scope of work for WiseAcre included:
• Logo for the parent company Wise Acre
• Naming the product line and developing the brand architecture
• Packaging – label designs for several different flavors in two distinct categories:
green tea and natural flavors
• Developing a detailed product launch plan to coincide with opening of a new
Whole Foods store in Portland, Maine.
Axon began with a thorough review of the Frozen Confection and Frozen Novelty categories.
In essence an “impulse” purchase in a crowded and highly competitive category, a key requirement in the design brief was to create packaging that would appeal to all age groups but specifically grab the attention of sophisticated “ Cultural Creatives” and health-conscious moms seeking an organic, naturally sweetened snack.