The founders of Swirl aimed to challenge the stereotype of vegan food by drawing inspiration from streetwear, creating a brand that goes beyond traditional branding to be bold and fashionable. This unique approach has helped Swirl stand out in the competitive plant-based ice cream category, and secure collaborations and partnerships with culture-making leaders such as KITH Treats, SSENSE, and Erewhon.

The custom logomark features a bold and flowy design, inspired by the smooth and creamy texture of its ice cream formula. The fruit sticker on the packaging indicates the unique flavour, and connects with the community of producers and farmers that Swirl works with to create its unique and seasonal flavours.

While Swirl’s original vibe was very simple, the founders recognised the need to elevate their product through packaging design. They first established a new tone, allowing Wedge to focus on creating packaging that was both simple and efficient for the production and packaging of new and upcoming flavours.

The founders' passion for streetwear fashion led them to seek bold and simple symbols that would resonate with their cultural vision of releasing new and rotating ice cream flavours as "drops". Wedge’s penchant for exploration and extensive trial-and-error process led to this innovative packaging design, which successfully replicated the soft and swirly texture of the ice cream in a harmonious and natural way.