Packaging design for ice cream

I would love to be like you-hu-u...

King Louie‘s song from the film ‘The Jungle Book’ is still funny, of course. Not so much as a maxim in marketing. Making ice cream is apparently very easy, it feels like we see a new ice cream brand on the market every week. The challenge is differentiation: to be different from the others. How do you do that? An ice cream scoop is an ice cream scoop is an...

Gelato Classico is a smart company. Very competent in the production of particularly high-quality ice cream. This is why Gelato Classico is also successful and in demand in the contract manufacturing and private label sectors.

As strong as the performance for others is, the strategic and visual claim and appearance of the company‘s own brand management was weak.

All dimensions of identity are generic. Gelato, Classico, ice cream maker: multiple on the market.
Ice cream as a scoop, on a stick, in a cup, as a praline, as a croissant, etc.: typical forms of the genre.

This is what the old logo looked like

We developed the design for a new market presence based on a new strategic input.

The core element is a brand mark that presents the generic elements in a new and unique way, in pure form for conventional products in the B2B business and supplemented with the sunbeams for products in organic quality. bmr‘s typical approach was to respect the existing attributes: Brand colour red, cursive writing, gold.

The pack design comes with dominant branding in an anti-industrial style with clear expression (no overloading with messages, artificial product illustrations, artificial shadows etc.).

Simply genuine product images with a natural look and feel. Brand and brand performance are the focus: Gelato Classico & ice cream enjoyment.

Semplice e buono (e bello).

With our food experience, we create excellent artwork and turn traditional recipes into new indulgence experiences, using the unique Gelato Classico brand style to achieve differentiation in the market segment and create the basis for the visualisation of creative product diversity.

More than pack design. What we were allowed to do for Gelato Classico to accompany the launch of the new design:

  • Brand identity

    Development of the brand style with all accompanying brand elements.

  • Packaging design

    Product range presentation with customised design for B2C and B2B products and differentiated expression for conventional and organic ice cream.

  • Secondary

    Standardisation of brand/product communication Shipping cartons.

  • Corporate Design

    Basics of corporate presentation.

  • Trade communication

    New look for the sales folders for organic ice cream and B2B.

  • Exhibition stand

    Design of the exhibition stand for the premiere at the Biofach trade fair.