Crooked Spoon

As someone obsessed with ice cream, this was a dream project to work on. Acme Valley, an ice cream brand based in Washington, had found success by making ice cream differently: other brands inject air into their pints for the illusion of volume, but Acme Valley doesn’t use air at all. It’s extra thick, full-strength ice cream for the most satisfying experience.With dreams of going nationwide and bringing their no-filler-all-killer creaminess to the masses, the brand needed to reposition from traditional and homespun to bold and irreverent. Leaning all the way into this idea of unapologetic indulgence, it’s all about being the right kind of rebellious. It’s good to be bad. I was tasked to craft a new name to reflect this ethos. Enter Crooked Spoon: ice cream so extraordinary it’ll break even the strongest resolve. Spoons are meant to be bent, and everything’s better a little crooked. After all, life gets pretty boring on the straight and narrow. The most interesting paths twist, curve, meander… and lead you to a freezer full of ice cream.