A whole new ‘swirl’
The brief for redesigning Kowloon Dairy’s ice cream packaging was to create an image expressing the high quality of the product and to reposition it as a local premium brand. The new packaging design had to blend in with the overall re-branding for Kowloon Dairy. Several visual directions were explored, with the ‘swirls’ concept selected — an evolution of the milk packaging rainbow stripes into swirling patterns suggesting the texture and richness of ice cream. The visual theme was applied to packaging for ice cream cones and cups and for Kowloon Dairy ‘limited edition’ ice creams in seasonal flavors.