Frozen Fun
Building Brand Recall Beyond the Product
Building Brand Recall Beyond the Product
Client
Frozen Fun
Frozen Fun
THE CONTEXT
Frozen Fun is a premium Indian gelateria founded in 2021, built around authentic Italian-style gelato and exclusive recipes. Operating at the intersection of F&B and retail, the brand serves both direct consumers and franchise partners across India.
By March 2025, Frozen Fun had reached revenues of $1.48M and was expanding through a structured franchise model across key markets, including Delhi NCR. As the brand scaled across B2C and B2B channels, it entered a decisive phase where product excellence alone was no longer enough.
Frozen Fun partnered with 147 to evolve from being loved for its taste to being recognised and remembered as a brand - one built to scale across cities and formats without losing its identity or Goan roots.
THE CONTEXT
Frozen Fun is a premium Indian gelateria founded in 2021, built around authentic Italian-style gelato and exclusive recipes. Operating at the intersection of F&B and retail, the brand serves both direct consumers and franchise partners across India.
By March 2025, Frozen Fun had reached revenues of $1.48M and was expanding through a structured franchise model across key markets, including Delhi NCR. As the brand scaled across B2C and B2B channels, it entered a decisive phase where product excellence alone was no longer enough.
Frozen Fun partnered with 147 to evolve from being loved for its taste to being recognised and remembered as a brand - one built to scale across cities and formats without losing its identity or Goan roots.
The Core Challenge
Despite delivering a superior product experience, Frozen Fun faced low brand recall. Customers remembered the gelato, but not the brand name itself, often referring to it generically rather than associating it with Frozen Fun.
At the same time, while gelato as a category was widely available in India, it remained poorly understood. The brand needed to establish itself as an authentic Italian gelato expert — not just another frozen dessert outlet - while preparing for geographic and franchise-led expansion.
The real challenge was to build a brand system that could create identity and recall, establish category authority, translate consistently across digital and physical touchpoints, and scale across regions without dilution.
Despite delivering a superior product experience, Frozen Fun faced low brand recall. Customers remembered the gelato, but not the brand name itself, often referring to it generically rather than associating it with Frozen Fun.
At the same time, while gelato as a category was widely available in India, it remained poorly understood. The brand needed to establish itself as an authentic Italian gelato expert — not just another frozen dessert outlet - while preparing for geographic and franchise-led expansion.
The real challenge was to build a brand system that could create identity and recall, establish category authority, translate consistently across digital and physical touchpoints, and scale across regions without dilution.
Strategic Perspective
Our approach was anchored in a simple belief: in food and FMCG categories, taste drives trial, but brand drives memory.
The objective was to move Frozen Fun from product appreciation to brand ownership. Every interaction - visual, verbal, and experiential - needed to reinforce who the brand is, not just what it sells.
Gelato was positioned as the hero product, while Frozen Fun was shaped as a connoisseur brand bringing authentic Italian gelato culture into an Indian context, with Goa serving as its emotional anchor.
Our approach was anchored in a simple belief: in food and FMCG categories, taste drives trial, but brand drives memory.
The objective was to move Frozen Fun from product appreciation to brand ownership. Every interaction - visual, verbal, and experiential - needed to reinforce who the brand is, not just what it sells.
Gelato was positioned as the hero product, while Frozen Fun was shaped as a connoisseur brand bringing authentic Italian gelato culture into an Indian context, with Goa serving as its emotional anchor.
Building the Brand System
We began with in-depth discovery and structured branding workshops to define Frozen Fun’s purpose, personality, tone of voice, and visual direction. This foundation enabled us to build a cohesive identity capable of performing across platforms and markets.
From there, we launched and structured the brand’s social media presence from the ground up. Clear content pillars, storytelling formats, and a distinct tone of voice were defined to move communication beyond generic product-led posts.
A comprehensive messaging framework ensured that as the brand scales through franchises and new teams, its voice remains consistent and recognisable.
To strengthen visual recall, we executed a full studio-led photoshoot and video production in collaboration with All Space Studio, creating a high-quality asset bank including product imagery, lifestyle visuals, and digital-first videos. In addition, we developed a set of custom illustrations exclusively for Frozen Fun, giving the brand a distinctive visual layer that balanced playfulness with premium appeal.
Photography, video, illustration, and copy were designed to operate as a unified system, allowing the brand to show up cohesively across social media, digital marketing, and in-store touchpoints.
We began with in-depth discovery and structured branding workshops to define Frozen Fun’s purpose, personality, tone of voice, and visual direction. This foundation enabled us to build a cohesive identity capable of performing across platforms and markets.
From there, we launched and structured the brand’s social media presence from the ground up. Clear content pillars, storytelling formats, and a distinct tone of voice were defined to move communication beyond generic product-led posts.
A comprehensive messaging framework ensured that as the brand scales through franchises and new teams, its voice remains consistent and recognisable.
To strengthen visual recall, we executed a full studio-led photoshoot and video production in collaboration with All Space Studio, creating a high-quality asset bank including product imagery, lifestyle visuals, and digital-first videos. In addition, we developed a set of custom illustrations exclusively for Frozen Fun, giving the brand a distinctive visual layer that balanced playfulness with premium appeal.
Photography, video, illustration, and copy were designed to operate as a unified system, allowing the brand to show up cohesively across social media, digital marketing, and in-store touchpoints.
The Transformation
Frozen Fun transitioned from being known primarily for taste to being recognised as a distinct gelato brand with a clear, scalable identity.
The result was stronger brand recall, clearer differentiation within the category, and a cohesive digital presence built to support regional and franchise expansion.
Most importantly, Frozen Fun was no longer just experienced - it was remembered.
Frozen Fun transitioned from being known primarily for taste to being recognised as a distinct gelato brand with a clear, scalable identity.
The result was stronger brand recall, clearer differentiation within the category, and a cohesive digital presence built to support regional and franchise expansion.
Most importantly, Frozen Fun was no longer just experienced - it was remembered.
Summary
Industry: F&B, FMCG
Brand: Frozen Fun
Geography: India (Goa, Delhi NCR expansion)
Services: Brand Strategy, Social Media Launch, Tone of Voice, Content Production, Illustrations, Digital Brand Systems
Approach: System-led brand building beyond the product
Outcome: Built a recognisable, scalable gelato brand with strong recall and clear category differentiation
Industry: F&B, FMCG
Brand: Frozen Fun
Geography: India (Goa, Delhi NCR expansion)
Services: Brand Strategy, Social Media Launch, Tone of Voice, Content Production, Illustrations, Digital Brand Systems
Approach: System-led brand building beyond the product
Outcome: Built a recognisable, scalable gelato brand with strong recall and clear category differentiation
