Sorbae Club: Sundae Body’s Rewards Program

Art Direction · Visual Design · Web Design · Launch Assets

2023

Sundae Body wanted to launch Sorbae Club, a loyalty program that would extend their brand’s joyful, ice-cream-shop-inspired personality into the digital space.

The challenge was to make it bright and bold, injecting youthful fun, but polished enough not to alienate their more mature customers. It also had to feel cohesive with their existing packaging and brand touchpoints.

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Creative Director: Alma Santang
Designer & Illustrator: Alexa Sapina
(in collaborations with Studio ASAP

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We built Sorbae Club around one guiding principle: every stage of the rewards journey should feel like a treat.

We took cues from Sundae Body’s bundle box design and translated it to digital, ensuring the rewards experience felt instantly recognisable. To bring the concept to life, we paired this with a lively 3D illustration of an ice cream shop, the central “world” of Sorbae Club.

The final Sorbae Club experience is bright, bold, and cohesive with Sundae Body’s existing brand world. It injects youthful fun through colour, illustration, and metaphor, without being overly kitschy.

By translating the design of Sundae Body’s packaging into a digital environment, and pairing it with flavourful tier illustrations, we created a rewards program that is both delightful and intuitive. The launch campaign introduced Sorbae Club as a natural extension of Sundae Body’s playful universe: one that rewards loyalty while celebrating joy.