EstroOrdinary Ice Cream

Some design agencies push boundaries with bold campaigns. NOPE pushes them with bold flavors. Meet the Estonian creative agency that has always danced to its own beat – led by a fierce crew of women and fueled by a love of the unexpected. Since its founding in 2015, NOPE has never played by the rules, so when an inside joke about owning a NOPE van took on a life of its own, they made it happen. And they made it happen good!

But NOPE doesn’t just do things for fun. Every project, no matter how playful, has to have a deeper meaning. Their ice cream adventure is no different. It’s about shaking things up, breaking the ice, testing boundaries and making sure that every cup comes with a message.

Flavors That Defy Expectations
From the very beginning, NOPE knew that if they were going to make ice cream, it had to be anything but ordinary. They teamed up with Külm, a local artisan ice cream parlor, to craft two mouth-tingling flavors that are as unexpected as they are delicious. They wanted something bold, something that would make people stop and go “Wait, what?!”. The whole team voted, and the winners turned out to be brown cheese with chili and basil with Belgian white chocolate.

There was one other crazy idea that, for a split second, may have made the folks at Külm question their decision to collaborate – estrogen ice cream. Given NOPE’s predominantly female team, it seemed like a natural fit. But, unsurprisingly, the Estonian Health Board wasn’t exactly thrilled with the idea of serving up hormone-infused treats. And NOPE wasn’t interested in a stint in jail. So, they went for the next best thing – soy, a natural source of phytoestrogens, making the ice cream both delicious and symbolic.

More Than Just Ice Cream
NOPE has never been about simply making things look good. Their work is about saying something – especially when it comes to their internal projects.

“Force of Good” (brown cheese & chili) isn’t just a punch to the taste buds – it’s a fist in the air for women’s rights. The packaging tells it straight: “no” doesn’t mean “maybe,” and silence is not an invitation. Too many outdated ideas still linger in society, and NOPE is here to call them out. The profits from this flavor will go to the Estonian Women’s Shelters Union, ensuring that survivors of domestic violence get the support, protection, and justice they deserve. Every scoop helps answer a call, provide a safe space, and amplify voices that need to be heard.

“Ice Ice Baby” (basil & Belgian white chocolate) is a love letter to choice. To people who decide to be child-free (because, yes, that’s a valid decision) and to dads who actually parent instead of simply “help out” (because it’s not babysitting when it’s your own kid). This flavor is sweet, refreshing, and laced with real talk and A LOT of basil!

And the packaging? Designed in-house by the talented women at NOPE. Every ice cream cup comes wrapped in bold, unapologetic messages meant to challenge outdated stereotypes and spark conversations.

The Bus That Made the Ice Cream Move
To bring their ice cream to the streets, NOPE needed a set of wheels. Enter a forgotten red Mercedes 310, abandoned for over 20 years. It had been sitting there, rusting away, waiting for someone to bring it back to life. NOPE’s team saw potential where others saw scrap metal. They lovingly restored, painted and redesigned her, naming her Iris, after the legendary style icon, Iris Apfel – because if NOPE was going to have an ice cream bus, it had to be as stylish as it was bold.

Now, Iris is out in the wild, turning heads on the streets and serving up scoops at all kinds of events across Estonia. Wherever she goes, she brings attitude, energy, and a whole lot of NOPE spirit along with some amazing ice cream.