Codice - 5sum

Codice — Ice cream identity balancing indulgence and craft

Food & Beverage / Consumer Goods

Codice partnered with 5sum to create a distinctive brand identity for a new-generation ice cream label. The ambition was to balance the joy of indulgence with the sophistication of craftsmanship, ensuring the brand stood apart in a competitive market while appealing to both everyday consumers and design-conscious audiences.

Services

Brand Identity & Packaging Design
Campaign Development & Retail Launch
Product Photography & Art Direction
Motion & Seasonal Launch Assets
In-store Branding & POS Displays
Messaging & Storytelling Framework

Department

Brand & Packaging

Project information

Ice cream branding typically sits at two extremes: overly playful and childlike, or luxurious but out of reach. Codice’s opportunity was to own the middle ground — indulgent and joyful, yet rooted in craft and authenticity

We created a design system that merges rich textures, bold typography, and crafted details to signal indulgence, while maintaining clarity and accessibility. Campaign activations brought this to life across packaging, retail, and digital channels, positioning Codice as both a treat and a brand with depth.

Results in numbers

+38%

Increase in first-quarter sales compared to category average. 2,500+ – Units sold in first two weeks of launch campaign.

40%

Increase in retailer interest for stocking Codice post-launch.

65%

Of surveyed consumers associated Codice with “premium yet approachable”.

1.8×

Higher engagement on social content vs. competitor set.

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Client quote

5sum captured the perfect balance of indulgence and craft. Codice now feels premium but approachable — exactly how we envisioned our brand.

Founder, Codice

Key moments

Launch of a crafted yet joyful identity system.
Packaging designed to balance indulgence and sophistication.
Retail campaign rollout across key markets.
Motion assets capturing the joy of indulgence.
Codice positioned as a new-generation ice cream brand.