After a tsunami in Thailand interrupted the importation of Thai ice cream, the founders of Pings began producing exotic flavored authentic Thai ice cream for restaurants and clients in the Seattle area. As their product gained popularity at farmers markets, Pink's wanted a brand that captured their philosophies and target audience. CRP partnered with Pink's to develop a total brand strategy and business model, including positioning, consumer segmentation, investor pitch decks, and packaging design. The overall goal was to shift the perception that Asian flavors can be ethnic, but not foreign. Why? Because “life’s too short to be vanilla.”


  • Creative Consulting
  • Brand Positioning
  • Competitive Analysis
  • Brand Architecture
  • Consumer & Product Segmentation
  • Logo & Brand Identity System
  • Brand Guidelines/Toolkit
  • Branding Collateral
  • Packaging Design

Pink's Durian Ice Cream Container DesignPink's Ice Cream Coconut, Green Tea, Durian, Jackfruit, Red Bean and Thai Tea Cartons

Pink's Poster, "Watch Out, Vanilla"

Pink's Icons and flavor designs

Pink's Business Cards

Pink's Apron, Shopping Bac, Napkin, Plate and Carton Designs

Pink's Ice Cream Cups in Pink, Black and White