Transforming a legacy ice cream brand into an urban movement for creative subcultures and niche communities.
Connecting an iconic 1970s ice cream brand with a new generation of urban wave-makers.
Born in Aarhus in the 1970s, Underground held a rich legacy as a local Danish ice cream brand. However, as global FMCG markets shifted toward purpose-driven branding, Underground needed to evolve beyond standard product communication to resonate with a new generation of urban consumers who value self-expression, creative freedom, and authentic community impact.
The ambition was to transform Underground from a local FMCG brand into an international multi-niche platform—a space for free-thinkers and "wave-makers" whose voices sit outside the mainstream. To achieve this, the brand needed a complete strategic overhaul, a bold visual language, and a physical flagship destination to bring its mission to life. Mildberry was commissioned to build the brand platform, identity, packaging system, communication strategy, and flagship café environment in Aarhus.
Building a culture-led brand platform, community partnership framework, and experiential brand space.
Mildberry positioned Underground as an active ally to grassroots creators, translating its motto—"Give it a go"—into a tangible visual and physical ecosystem.
We redefined Underground’s core mission around actionable support for niche, underrepresented communities. By establishing partnership mechanics with grass-roots innovators—such as Obviously Skate (an inclusive skateboarding community supporting women and minorities) and Nada (a graffiti artist using visual art to overcome speech impairments and empower others)—we turned the brand into a catalyst for positive urban change.
We crafted a dynamic, high-impact visual style that breaks away from traditional ice cream design codes. Designed to serve as a canvas for creative expression, the new identity and packaging architecture seamlessly bridged mainstream retail shelves with underground street art and youth culture.
To root the global movement in its birthplace, we developed the concept and interior environment for the Underground flagship café in Aarhus. Designed as a hybrid space combining an ice cream venue with a dedicated studio setup for talks, podcast recordings, and live music performances—broadcasting content both online and directly onto the café's interior screens.
A complete, culture-driven brand platform and spatial design concept.
Mildberry delivered a fully articulated brand strategy, visual identity system, packaging architecture, and physical flagship studio design that redefined Underground from a traditional FMCG product into an active framework for urban creativity and community engagement.
