On first impressions, two Argentinian brothers make unlikely ice cream impresarios. But when you hear the passion and community that they associate with eating Ice cream in the summer evenings of Buenos Aires and the detail of the description for their adored Dulce de Leche, only a fool would think that they are not serious. The Fubini brothers, who called their small, handmade ice cream company Sulqui, had gained a reputation for producing a remarkable 'Dulce de Leche' scoop and were already thinking that it was time to elevate the business. Their customers were predominantly restauranteurs and gastro-pubs who, with increasing regularity, asked for a brand to 'flag' the ice cream on their menus and black-boards.

After an evening tasting session at Interstate we finally surrendered and agreed to a joint-venture project to re-engineer their brand for an Anglo-Argentinian artisan ice cream company.

With extensive research we identified three avenues for our creative team to pursue:
- Argentinian heritage and inspiration;
- the integrity, the ingredients and the motivation;
- the exacting science of ice cream making;
and all had to capture the quality and sophistication of the product if it was to successfully appeal to top chefs, restauranteurs and, of course, customers with a passion for flavour.

Concentrating our minds on the aspects of pride, integrity and the fastidious pursuit of quality churned into every litre of ice cream, we conceived a name that combined authortity with intellectual intrigue. A name that promoted integrity and above all, the very important and intrinsic commitment to its cause. The Ice Cream Union is the new brand name where the phrase creates an unlikely tension between the happy, go lucky 'Ice Cream' and the complex, involved 'Union'. What is the Union, who is in the Union? These are the questions we wanted to provoke. May be the Union is the authority that determines how best to produce Ice Cream, may be it is the balance and harmony of flavour in the recipes or perhaps it is the partnership that makes the company work. It is certainly a cause-related claim that is working towards there being no more 'bloody sundaes'.