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From Zero to Ice Cream Hero...

La Muu is Estonia's first eco-friendly ice cream. The creative idea was to differentiate from everything else on the shelves through design and color. It was important to sell the product strictly through packaging aesthetic alone since advertising was not an option for the brand at initial rollout.  

The brand went from very modest small batch beginnings to gaining a huge following and being sold in most places in Estonia, not to mention being exported in Europe.

A real zero to hero success story.  



Each tub features quirky copywriting in Estonian to enhance the alternative nature of the design. A few translations include "Don't fall on my head, coconut ice cream", "Tell me a

story, coffee ice cream", "Spice up my evenings, cardamon ice cream" " Squeeze me gently,

lemon sorbet"

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