Just say the word “Snog” out loud a few times. What an interesting word, huh? It’s unusual enough to make it have a possible meaning planted in anything, including something awful like twisting or smacking. But it also could mean something really, really cool. Brandmakers always jump at an opportunity to create a word—and not just any word, but a word that has real lasting power. Apply that word to a product-appropriate brand and you’ve got the start of something good. And so was the case with ICO Design’s work with British frozen yogurt brand Snog. They took the unusual personality of the word and ran with it, splashing it with neon purple and cartoon-inspired images of summer on a sugar high. They embraced the name so much so that they used it as the central theme in their marketing, turning such phrases as: “I love snogging”; “Once you start slogging, you’ll never want to stop”. The entire brand is clever, pro- yogurt and fun. The interior effect revolves around soft, but heavy lighting that makes shops appear like oases in the dark. They were bold in their branding and timing and chose the winter to roll their product, using the longing-for-summer feelings of the season to bring customers in quickly. That’s the kind of branding that can start a habit.