Services:
- Branding
- Creative & Design
- Packaging
The challenge of this new brand was the launch, for the first time in Romania, of a superior artisanal ice cream in packaging that could also be positioned in the mass market. A brand capable of dominating the super-premium ice cream segment (3% to 5% SM).
To achieve success, our focus was on providing an exceptional customer experience, the high quality of the product, and the premium price. In this equation, creating the packaging was essential to shaping the perception of quality and the overall customer experience.
The Power of Storytelling in Branding
The premise of this project:
We compete for people’s time and attention, which are increasingly diverted by technology and various stimuli.
A narrative becomes memorable only if it manages to create and convey strong emotions.
Our Unboxing experience should be centered around storytelling through each key message in commercial communication.
Objectives:
Create a surprising ice cream: the right packaging for our elixir.
An ingenious brand discovery experience: Visible in the fridge from 3 meters (parity point vs. competition).
Key drivers: shape, color, branding.
Curiosity stimulated with quality hints from 0.5 meters (differentiation point).
Key drivers: intelligent visual design elements, shape.
Surprise when held in hand: packaging that suggests sensory quality (major point of differentiation).
Key factors: relief, embossing, texture.
Deliverables:
The creative concept capable of providing a unified implementation.
Naming and slogan.
Key design elements: logo, icons, colors.
Background, manual, and composition rules.
Creative flexibility to accommodate a wider range of flavors.
Visual materials adapted for various types of use.