Who is Luigi? Did he hatch from an egg?
How, exactly, would a strawberry wear pants?

These are just a few of the pressing questions that arose as we developed a new look and feel for LUIGI’S Italian Ice. We set out to rebrand the classic frozen novelty brand with a fresh, approachably-zany voice and visuals that would speak to Gen Z shoppers. The result? Goofs! Antics! Fruities!