BRIEF:
Ice Cream Packaging
To develop a brand, identity and packaging design that will get people to believe in an indulgent product as truly healthy and with taste credentials to match any premium ice cream.
CONCEPT:
Healthy Ice Cream. It's No Illusion.
Ice Cream Packaging
To develop a brand, identity and packaging design that will get people to believe in an indulgent product as truly healthy and with taste credentials to match any premium ice cream.
CONCEPT:
Healthy Ice Cream. It's No Illusion.
Zeugma [zoog-muh]
the use of a word to modify or govern two or more words when it is appropriate to each but in a different way, as in to wage war and peace or to eat healthy AND indulgent!
The double credentials the product can offer have been translated into the packaging utilising the form of the Z from Zeugma, which divides into two triangles.
Arresting illusion visuals also play on duality with contrasting black and white. The illusions challenge the consumers’ beliefs that an indulgent treat can have health benefits too.
The eye-catching illusions mixed with the bright zingy colour palette show Zeugma as a product not to be ignored so spoons in, taste the illusion.
