Introduction

For Andrew, it was never just ice cream. It was about making a difference in the world.

FOMO 10/40 Creamery was founded in Bismarck, North Dakota in 2019, after Andrew Hershey spent a year traveling the world doing mission work. While he was abroad, he saw how essential business was to everyday life. Making connections with leaders across the globe, he watched small businesses completely transform communities and lives.

So he came home with a vision: make every day a little better, both locally and globally. Ice cream was the obvious vehicle, afterall, he had a lifetime of fond memories sharing scoops with his little league baseball buddies.

Today, FOMO invites the community to enjoy their handcrafted icecream, while making a difference across the world, one scoop at a time.

The Challenge

Many moons ago (okay, 2024) FOMO came to us with a vision: expand ice cream production and scale their mission work overseas.

One thing stood in the way.

They were working out of a rented commercial kitchen, and growth that big needs a space of your own. But before you can build the space, you have to be able to say exactly what you’re building, to anyone who asks.

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The Solution

Andrew came to us with a desire to lay the foundation for his brand so we began with a blueprint to kick things off. We nailed down the archetypes: Caregiver and Explorer.

We then mapped FOMO’s core capabilities, which reach well past ice cream and into catering. And we honed the mission down to a single line: to bring light to the darkest parts of the world.

Then we looked outward.

We completed a market analysis on the treats and ice cream shops in the community, with a focus on the ones providing personable, warm hospitality. We identified the top competitors, and worked out how FOMO could show up differently.

All of it pointed to one brand idea: Serving Ice Cream While Serving Jesus.

Then Andrew went and did just that.

He moved into a new space, ramped up his ice cream production, and amplified his impact on the world. Then he applied for the APUC grant, and was awarded enough to bring to life all the pieces that FOMO needed to thrive.

New Beginnings

And once he did, the natural next step was building the brand out so the amplification could keep going.

We jumped back into the visual strategies from the blueprint years prior, and revisited them. We agreed that they still pointed us in the right direction: they had a sense of adventure, a hand-crafted feel, a safe and friendly aesthetic.

visual Strategies

Next up, sketches. It was important to maintain the equity FOMO already had in the ice cream cone icon itself, so that’s exactly what we did. With a twist, of course.

After landing on concept 02, it was time to vectorize, infuse color, and wrap up the final touches.

The brand was complete. Yet believe it or not, it doesn’t end there.

The brand is now being built into impactful collateral across the board including new ice cream packaging, a website, digital collateral, a marketing plan for everything that comes after, and so much more – all of it so FOMO can sell more scoops in more places, and turn every one of them into mission work overseas.

The Result

FOMO is just getting started, really. 

A bit of the brand has been revealed so far; see their website and social media here. Keep your eyes peeled as the rest follows suit.

Be sure to follow along with his journey on Instagram, and stay up to date on where the ice cream truck will be next.