Case Study: Minus Thirty achieves a distinctive, scalable brand refresh with Rhapsody Media

Minus Thirty refreshes brand identity with Rhapsody for 30% less sugar positioning

Minus Thirty, a gelato brand known for 30% less sugar and cleaner ingredients, required a brand refresh to support its global growth and improve its shelf-level differentiation. Rhapsody was engaged to deliver a full brand identity and packaging design refresh to address this challenge.

Rhapsody created a bold, cohesive brand identity for Minus Thirty through competitive analysis and creative exploration. The solution included a flexible visual identity and packaging system that highlights the brand’s healthier positioning while maintaining a playful feel. The result was a distinctive and scalable brand presence across all packaging and digital touchpoints, ensuring stronger shelf impact and consistency. This refresh has well-positioned Minus Thirty for global expansion and future product launches.

Minus Thirty