Rebel Creamery

And the aesthetic and vibe just became one of the most expensive design decisions in recent consumer products history.

Today, I'm getting into the lore of Van Leeuwen versus Rebel Creamery because Van This is a story about way more than just ice cream.

It's about how a look becomes an asset worth millions and how a company got caught pretending it came up with the look on its own.

And of course, we'll talk about the one thing that most founders and businesses probably aren't doing that could cost them a lot of money if they ever get copied.

In branding terms, the packaging had acquired what's called secondary meaning, which is a fancy way of saying that when people saw those pastel pints, they thought Van Leeuwen before they even read the word.

Now, enter Rebel.

Rebel Creamery is based out of Utah, and they launched in late 2017 off of a Kickstarter, and they had a very different product from Van Leeuwen.

Rebel is keto, low sugar, and they're the ice cream you eat when you're counting carbs.