Sonic the Hedgehog x OddFellows Ice Cream
A collaboration between iconic video game publisher SEGA of America and Brooklyn-based ice cream franchise OddFellows Ice Cream promoting their global franchise mascot Sonic the Hedgehog. I conceptualized a collection of 4 flavors paying homage to the long-running series of media and spearheaded creative direction, including packaging design, product photography, along with digital and in-store activation assets.
Press Photography
Packaging
Ice Cream Tub Labels
Each flavor pays tribute to an iconic level from the original SEGA Genesis trilogy, paired with Sonic's friends introduced in each respective title. Label typography and layout were directly styled after the level transition screens from each game, while artwork was interpolated from recognizable in-game objects and backgrounds, then arranged into patterns that felt at home with OddFellows' mid-century design language.
New Custom Artwork
Original Game Assets
Front
Back
Pack-in print insert for nationwide shipping
This collection was available in-store and online, where customers could ship the flavors nationwide as a collection directly to their home. Stylized, double-sided, promotional pages detailing the flavors were included in every box. For Sonic X OddFellows, I designed a page with one side styled after late 90's/early 00's gaming magazines (seen above on the right), and the other side was the key splash artwork, with multiple motifs lifted from both American and Japanese game box art (such as Sonic Jam).
Artwork References
Merchandise & Apparel
In-Store Materials
Foam Board Tabletop Standees
Several printed materials were created for in-store activation, such as custom foamboard table standees, and decorative floor and mirror vinyl. These materials could be seen in OddFellows Ice Cream locations across New York, Boston, and Florida.
Floor Vinyl Decals
Mirror Vinyl Decals
Social Media Rollout
Instagram Grid Post Mosaic
Social media strategy consisted of a series of 6 grid posts for the OddFellows Ice Cream Instagram page, followed by an announcement video. This video was created using 3D models I created of each of the ice cream tubs using accurate dimensions from the real products, and composited with vectors and logos provided by SEGA in Adobe After Effects. I then shot, edited, and colored 4K pro video taken in the middle of ice cream production, as well as shots of scooping the product in-store.
3D models created for promotional materials
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Early Concepts & Unused Art
Early pitch logos
Early pitched concepts included artwork depicting Sonic side-by-side with OddFellows' own mascot (a well-known 1970's cymbal-clapping monkey toy known as Jolly Chimp) in the Sonic art style. This concept ultimately went unused due to IP restrictions.