Ice cream is an utterly delicious indulgence product that can often leave a guilty feeling after consumption. Our client ‘The Ice Crime Factory’ decided to tackle this paradigm head on by developing a devilishly desirable range of ice creams and choc ices with a seriously reduced sugar content. Guilt free consumption to our hearts content. To further express their key USP, the brand name ‘Ice Crime’ was created along with the supportive baseline; ‘Wow they stole the sugar!’

Amongst an every increasingly competitive, ‘low sugar’ ice cream environment, our client required a packaging design identity high on impact and direct in its benefit communication. This design should reflect the premium nature of the category by combining a modern, deliciously fresh look, with their rebellious attitude, inherent in their brand name and communication style.

Our approach was simple; with a name like Ice Crime, what more do you need? Therefore our focus was to create a powerful platform for the brand by intertwining typography with a creative twist into flowing indulgent swirls that also remind us of prison bars or uniforms. The playful gold hand-cuff details and stripes are used to place us firmly alongside our premium competitors and give the packs that extra freshness associated with the category. If your brand has a message to share, then keep it short and sweet and say it loud.

A Rebel ‘With’ a Cause!