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Desription
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The main goal was to strengthen the presence of the brand mark - namely to enhance
manufacturer name recognition amongst crowded shelves. This was combined with a
premiumising facelift in order to build on brand quality perceptions. We went back to the roots of the most important element of ice cream - i.e. an emphasis on flavour and taste. The old packaging emphasised only the ice cream type not the flavour - leading to confusion on the shelves. We rebalanced this for ease of purchase. Then each taste icon was painstakingly crafted for the maximum indulgence factor - to help influence impulse purchase sales. We analysed the brand assets and thought the signal colour was vital but to be combined with something that gave a lighter feeling as the previous designs were very heavy and not in-tune with modern consumer demands that have changed with time.
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