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Ice cream branding brief set by Landor to develop a name, logo and disruptive creative language for a new ice cream that plays on duality; it is … Read More
Ice cream branding brief set by Landor to develop a name, logo and disruptive creative language for a new ice cream that plays on duality; it is truly healthy and has taste credentials to match any premium ice cream. Concept Gossip and the idea of something sounding too good to be true – healthy ice cream is a concept considered by many as impossible, but 'Oh My Goodness' reveals the truth that it is indeed possible to have a moment of indulgence that tastes great and is good for you. As indulgent as a secret that is too good to keep to yourself. Like ice cream, gossip is fun and indulgent too! Solution A fun, genuine, exciting, fresh and colourful brand that is all about the superfoods used in each flavour. All the tubs celebrate the active health benefits, taste and of course, indulgence! Read Less
Published:
Marque
 
The name is the expression of delight or amazement often used in gossip. It reflects amazing taste and the health aspect is emphasized by 'goodness'.
Colourscheme and Typeface
 
The unique selling point of the brand is the different exotic superfoods so the colours reflect this, making them the heroes of the designs. Using three tones adds hierarchy and it also expresses the range of volumes used when gossiping, be it a quiet whisper or a loud exclamation of excitement or amazement. The typeface used is Vermilion for its friendly, quirky and full of personality feel.
Truly Flavoursome Tubs
 
The burst flavour bubble reflects energy and excitement. A burst bubble represents truth or to be more precise, the act of revealing a truth. This emphasizes both the honest and the genuine characteristics of the brand. 
Message in a Tub
 
This fun little message confirms that it really is great in taste and reflects the thought of the consumer after having indulged the ice cream every time!
More Fun
 
Another fun detail is added to the barcode, making it another voice that confirms to the consumer that what they are about to enjoy will make them feel good. It is also cheeky in reference to the scan feeling good!
This fun little message confirms that it really is great in 
taste and reflects the thought of the consumer after 
having indulged the ice cream every time!
Baobab and Vanilla 
Acai and Chocolate
Spirulina and Mint
Manuka and Ginger
 
 
Online Goodness
 
The website layout is also dominated by the superfoods themselves. The logo and navigation remain static on the bottom and change colour in harmony with the flavour that scrolls into view from the right.
Image courtesy of: http://www.swarthoutimages.com
Image courtesy of: Christina Austin and BuffyandGeorge.com
available at http://buffyandgeorge.com/blueberry-maple-ice-cream