Giving the brand a boost in self-confidence: Cremissimo has started the year with a new packaging design that is bold, contemporary and very yummy.
The Cremissimo brand, introduced in 1998, was not only outstanding from the start due to its very creamy consistency, the fact that the brand is constantly reinventing itself makes Cremissimo a very special and successful ice-cream brand. The character of the brand is warm-hearted and of high quality, making the ice-cream a real favourite, especially for families and couples. Since the notion of a family is changing these days, Cremissimo is also repositioning itself, aiming at families in the broadest sense, to include friends, neighbours, couples or patchwork constellations – because everyone has their own ideas about what a family is.
The relaunch of the packaging design had to strengthen the positive perception of the brand, focus on appetite appeal and reach a younger target group to ensure optimal positioning of Cremissimo for the future. Above all, communicating sustainability was important: the packs are 100% recyclable. Cremissimo is committed to closed-loop plastic recycling and this had to be prominently communicated across the entire package.
The goal was to give the brand a whole new sense of self-confidence. The logo has been simplified and modernised. The lettering has been deliberately separated from the heart-shaped imagery and now interacts with the spoon as a new key visual. The spoon places the product’s USP – the special, soft, scoopable creaminess – centre-stage. The spoonful of ice-cream looks natural and yummy. The previous, rather artificial colour world has given way to rich, contemporary colours that also make it much easier for everyone to quickly find their favourite variety. The sustainability of the pack has gained prominence with a paper-effect flash and illustrations. The Cremissimo portfolio appeals with a contemporary, distinct visual identity and reflects the diversity of today's families through the broad range of colours in the portfolio.
Facts & Figures
- Relaunch for Germany (24 SKUs)
- Design Update for Austria (14 SKUs)
- Brand analysis
- Design analysis
- Trend analysis
- Target group analysis
- Concept development
- Packaging design
- Logo development
- Product copy
- Design Manual
The relaunch boldly dispenses with the prominent Cremissimo heart, replacing it with a spoon to communicate the USP.
100 % yummy
Pure indulgence has top priority: the scoop of ice-cream was elaborately staged, surrounded by key ingredients for maximum yumminess.
GOOD FOR THE CIRCULATION
100% recyclable materials for a closed plastic circuit - this is what makes Cremissimo packs so special and should also be communicated in the packaging design.