DOUBLE RAINBOW
SCOOPING SMILES
Services
Brand Strategy
Brand Governance
Package Design
Brand Activation
Website Design & Build
Email Marketing
Trade Show Design & Build
The Challenge
Since 1976, Double Rainbow has been making San Francisco’s favorite ice cream. Known for their deliciously decadent array of classic and innovative flavors, the brand reached out to Frooishen to help spread the word and share a taste of the Bay Area’s Finest with the rest of the country.
The Strategy
Frooishen developed a comprehensive brand strategy centered on Double Rainbow’s key differentiator: offering the best-tasting ice creams and non-dairy frozen desserts, with inclusive options that cater to a wide range of palates and dietary needs.
Our approach began with a deep dive into audience segmentation—we identified the brand’s core consumer groups and explored the emotional and functional motivations behind their purchasing behaviors. From this insight, we crafted clear consumer personas and used them as the foundation for all strategic decision-making.
We then built a content and marketing roadmap designed to engage these audiences where they live—both digitally and in the real world in order to drive the retail and DTC business. The strategy emphasized storytelling, authenticity and a bit of IYKYK attitude that generated curiosity and forged a deeper emotional connection between consumers and the brand.
As we moved into execution, we ensured a consistent, cohesive brand experience across every touchpoint—from package design to campaign messaging to event activations and social content. This alignment reinforced brand identity, and drove both awareness and trial.
Brand Activation
To elevate the brand's presence and drive engagement across multiple channels, we executed a comprehensive, omnichannel marketing strategy.
We launched high-impact email marketing campaigns and implemented a promotional calendar strategy to maintain consistent brand visibility throughout the year. Our team spearheaded key sponsorships, aligning the brand with iconic cultural events such as the Telluride Film Festival and the Bluegrass Pride Concert, strengthening emotional resonance with core audiences.
To elevate the brand's presence and drive engagement across multiple channels, we executed a comprehensive, omnichannel marketing strategy.
We launched high-impact email marketing campaigns and implemented a promotional calendar strategy to maintain consistent brand visibility throughout the year. Our team spearheaded key sponsorships, aligning the brand with iconic cultural events such as the Telluride Film Festival and the Bluegrass Pride Concert, strengthening emotional resonance with core audiences.
LET'S COLLABORATE
Bring Your Brand to Fruition with Frooishen.
LET'S
COLLABORATE
Bring Your Brand to Fruition with Frooishen.
The Strategy
Starting with a comprehensive brand audit to deeply understand the Don Chilio brand, we evaluated key factors such as demographics, market trends, consumer tensions, competitive landscape, pricing, and brand perception. This foundational work provided a clear understanding of where Don Chilio existed within the marketplace and ultimately how we could evolve the brand to stand out among a competitive and culturally diverse chili market set.
Our next step is where we really brought the heat, developing an ownable Brand Positioning Platform that truly captured the heart of Don Chilio. We identified a major opportunity in positioning the brand as the “chili experts,” a space largely untapped by other Mexican food brands. While many competitors offered a broad range of products, none were focused solely on chilis—a passion that is in the Don Chilio DNA.
Starting with a comprehensive brand audit to deeply understand the Don Chilio brand, we evaluated key factors such as demographics, market trends, consumer tensions, competitive landscape, pricing, and brand perception. This foundational work provided a clear understanding of where Don Chilio existed within the marketplace and ultimately how we could evolve the brand to stand out among a competitive and culturally diverse chili market set.
Our next step is where we really brought the heat, developing an ownable Brand Positioning Platform that truly captured the heart of Don Chilio. We identified a major opportunity in positioning the brand as the “chili experts,” a space largely untapped by other Mexican food brands. While many competitors offered a broad range of products, none were focused solely on chilis—a passion that is in the Don Chilio DNA.
Frooishen developed a comprehensive brand strategy centered on Double Rainbow’s key differentiator: offering the best-tasting ice creams and non-dairy frozen desserts, with inclusive options that cater to a wide range of palates and dietary needs.
Our approach began with a deep dive into audience segmentation—we identified the brand’s core consumer groups and explored the emotional and functional motivations behind their purchasing behaviors. From this insight, we crafted clear consumer personas and used them as the foundation for all strategic decision-making.
We then built a content and marketing roadmap designed to engage these audiences where they live—both digitally and in the real world in order to drive the retail and DTC business. The strategy emphasized storytelling, authenticity and a bit of IYKYK attitude that generated curiosity and forged a deeper emotional connection between consumers and the brand.
As we moved into execution, we ensured a consistent, cohesive brand experience across every touchpoint—from package design to campaign messaging to event activations and social content. This alignment reinforced brand identity, and drove both awareness and trial.
LET'S COLLABORATE
Bring Your Brand to Fruition with Frooishen.