First, we dug deep into Chilljoy's soul. Workshops with the founding team unearthed their backstory—a leap from data nerds to joy merchants—and we knew we had to honor that. Ice cream wasn't a simple treat but a bite-sized escape, a nostalgia-laden pat on the back after a tough day.
Enter Killjoy and Chilljoy, our dynamic duo of mascots. These two cups of character (literally) became the emotional heartbeat of the brand. Killjoy is grumpy and guarded, while Chilljoy is optimistic and unshakably kind. Through their banter and bittersweet (pun intended) moments, we captured what it means to find joy even when life's sticky.
Their playful, retro-cartoon-inspired designs added an extra layer of charm. Each character's expressive poses and vibrant details were crafted to feel instantly relatable, giving the brand personality and opening the door for endless storytelling opportunities.
Chilljoy's visual identity needed to be as fun as a surprise topping. We embraced the charm of imperfection with lopsided swirls, playful drizzles, and a bold color palette that combined warm creams and oranges with refreshing blues.
Each cup design tells its own story, with consistent branding across all touchpoints, from packaging to social media posts. The "Chilljoy" wordmark features a rounded, bubbly font with dripping chocolate accents, connecting everything back to the product in a lighthearted and delicious manner.
The vending machine designs are the focal point of the brand experience, featuring cream and sprinkle motifs, interactive messages like "Tap into Instant Yumm!" and illustrations of mascots, the machines stand out in any setting.
We developed audience profiles that captured unique motivations, making Chilljoy a brand that feels like it belongs in everyone’s life. From stressed-out professionals looking for a quick pick-me-up to parents seeking low-effort family fun, Chilljoy resonated with a diverse audience.
The "Joy Everywhere, for Everyone" brand pillar came to life through approachable visuals and messaging that celebrated life’s imperfections. This narrative extended to community-focused strategies, such as pop-ups at farmers' markets and surprise vending machines in unexpected locations. These initiatives align with the overarching goal of transforming everyday spaces into mini celebrations of joy.
Chilljoy's refreshed identity feels like that friend who always makes you laugh. Bold, playful, and endlessly charming, the visuals—from quirky cup designs to mascot-driven narratives—connect with audiences on both emotional and aesthetic levels.
The Killjoy and Chilljoy dynamic unlocked endless creative opportunities for content and campaigns. These characters embody the brand's promise to make every moment sweeter.
From the vending machines to social ads, the visual system ensures everything feels like it belongs to the same quirky, sprinkle-filled family. And while the system is consistent, it's also flexible enough to adapt to whatever chaotic, joy-filled ideas the future may bring.
RareForm's collaboration with Vending Happiness took Chilljoy from a clever idea to a fully realized brand with heart and humor. Every element—from expressive mascots to vibrant packaging—works together to deliver a high-five from the universe with every scoop. As Chilljoy continues to grow, it has all the tools to keep spreading joy, one bowl at a time.