I scream, you scream…

We all scream for ice cream!

We’ve once again partnered with Co-op on another packaging revamp. This time for their extensive selection of ice creams, including tubs, cones, lollies, froyo, sorbets and more.

A lot has changed for Co-op since their previous ice creams hit shelves circa 2016. And yet the design had been frozen in time. They needed a new look and feel that would serve playfulness and indulgence in abundance, while appealing to a wide range of customers and following their new master brand packaging design system.

We whipped up 6 new identities, each one with its own personality that amplified the USP of the range. And applied the ‘graphic split’ outlined in Co-op’s new packaging system to create a common thread across all ranges.

We dubbed each of Co-op’s entry-level ices a ‘Freezer Favourite’ to reflect the classic nature of a strawberry cone or a scoop of vanilla soft serve. We created a fun and treat-worthy look and feel that still felt everyday, using bold colours and eye-catching tessellating patterns from the products themselves to create a smile on shelf.

For the more premium tubs, we used swirly type to create a sensorial feel that reflects the rippled look of the ice creams, paired with expressive messaging to ramp up the indulgence.

When it came to cones, we used expressive ingredient cameos to intensify flavour appeal and created a ‘biscuity’ textured background to mimic the waffle cone. And of course, showcased everyone’s favourite bit – the last chocolatey bite.

With lollies, we made the product the star of the story. Made for children, we adopted a more illustrative approach, with energetic and playful descriptors to instantly grab attention from the freezer. Careful not to appear too artificial, we used modern natural textures to create a treat any health-conscious parent would be happy to buy.

And for Dipped, the most luxurious of the ranges, we used a faceted graphic pattern to symbolise the chocolate layer cracking over the creamy ice cream.

You’ll find all of these treats on Co-op shelves now!