Client: Hennig-Olsen
Project: Just a Gusto
(Concept design) 

This project was completed for the annual EPDA competition

CONCEPT: The information space has become unified and this trend will continue. People feel intimacy and understanding towards people of their generation and other too. Same movies and songs, common interests and common information space.

The only difference is the number of non-virtual contacts and reasons for them. People age slower and want to communicate more and more still concentrating on themselves and their problems. They study less often, they change work and living place less often too, all this naturally reduces the number of new acquaintances. Therefore, it seems to us like a wonderful idea that people will again begin to get acquainted and to communicate. They will begin to expect news, guests and new meetings. Joyfully.

And so there is a good reason for this. New flavors in the ICE NET ice cream line. We suggest that older people look for new acquaintances for a pleasant conversation through an offline social network, where each package of ice cream is an announcement about finding friends.

Thus, we propose the idea of uniting and helping people who want to communicate more.

And for this, we came up with a special language that all people can speak. A kind of Esperanto taste. All over the world, people understand what is: sweet, bitter, etc. And also all people understand what friendship is. We speak with our idea that taste is a new world language. The fifth taste is no longer umami, the fifth taste is a new opportunity for communication and for understanding each other.

The ice cream flavors are rather intricate what hints at the complexity of each person and the fact that this does not interfere with being in society and finding like-minded people.

Product launches and sales may be accompanied by social activities, promotions, a blogging. Thus, we offer not only the idea of ​​a product, but the idea of ​​a large social trend.

BRAND: Just a Gusto

Tagline: Fifth Taste. Taste of friendship.

A single language of taste for all

The logo and sign are represented by a font that is on the verge of transition to a state of symbols, and the preposition A resembles an ice cream cone.

Also in the corporate style there are special pictograms that reveal the essence of the idea: a special language, where words are tastes, where letters are ingredients. Which we can display through symbols. And everyone will understand these symbols.

Also in the corporate graphics there is an ascending form that symbolizes a world without borders and prospects for everyone. And you can also be happy and grumble together.

On the package there are photos that introduce us to those elderly people who will be happy to communicate. Nearby is a short text that talks about the basic interests of these people. Sometimes it’s touching, sometimes officially. But all from the heart and truthfully. There is a contact email address nearby. Moreover, the heroes of the packaging may be located in different countries. A world without borders!

The packaging itself is made of paper and is presented in two forms: round and rectangular.

And it can be used in two different ways: ice cream can be eaten like an ordinary popsicle, holding it by a stick. And you can turn it over and eat it out of shape, prettily stretching out a wooden stick-spoon of ice cream. Enjoy your meal!

TASK: Make the world a better place. Create a world without single people. To motivate and help to find friends and pleasant new acquaintances. Create a happy world of communication for everyone.

It was also important for us to develop packaging that was completely environmentally friendly, which would represent responsibility for new generations and a special awareness of not only the consumer, but also the manufacturer.

TARGET GROUP: Population ageing is one of the biggest challenges we will face in Europe in the next years to come The large numbers of births following the Second World War have now started to retire, and the general health and life expectancies in European countries have improved This challenge is also valid for Norway It is predicted that by 2040 there will be 2 86 people working per person over 67 years Today, that number is 4 24 The senior citizens of the near future will generally have good and steady economy, live with their partners or alone, or in retirement facilities inland or abroad in the sun They generally have good aesthetic taste Their health is not what it once was, but they don’t like to feel or admit that they are getting older They like to treat their family and friends with good experiences They are not environmentally focused, but don’t mind making the «right choice» if it doesn’t deteriorate the experience Their grandchilden will be well aware of the resource depletion challenge, and we believe that this will push their grandparents to choose more sustainable solutions But where are the everyday grocery products that aim specifically this rising market group?

Design an innovative product & packaging concept for ice cream targeted at the future consumer of 65 years and beyond. Feel free to choose any type of packaging format, size or material and consumption situation (out of home or at home) in your conceptualization. Think of new packaging material and shapes and exploit new ways to communicate with the specific target group on the pack. Make it easy for them to enjoy the product! Bare in mind that the main point of sale is the grocery store.