The objective was to re-establish a new visual identity for Swensen's to help them strengthen their brand positioning. The influence behind the brand device was their heritage through the touchpoint of homemade comfort dish.

When it comes to food, the sense of smell is the strongest hence tapping on this aspect, the brand device portrays an aroma of which the food exudes. This fragrance radiates a sense of nostalgia where it allows you to reminisces moments at home.