The brief was to position the existing Swedish Glace brand as a lifestyle brand and thus appeal to a new target group. The result: an authentic brand design – healthy, vegan and simply delicious!
With Swedish Glace, Langnese has launched a vegan product in the Netherlands and Great Britain that is a sign of the times, picking up on a new nutrition concept and mainly focusing on a young, conscious target group.
The design had to communicate “dairy free” at first glance, but not position Swedish Glace as a purely niche brand. On the basis of market analysis, we developed and visualised various concepts.
It quickly became clear that design elements such as hand-written fonts, individual illustrations and a reduced, overall look would best convey the product’s honesty. The laid-back presentation of the scoop of ice-cream visualises that vegan ice-cream is not only healthy but also yummy. Instead of a black, mainstream design, the brand now convinces consumers with a cheerful look and has become truly eye-catching with a bolder logo.
Facts & Figures
- Design relaunch of a vegan ice-cream
- Winner of the German Design Award 2018
- Relaunch in the Netherlands & Great Britain
- Design inspiration workshop
- Competition & design analysis
- Concept development
- Design development
- Photo shooting
- Final artwork
Individual illustrations give the design a signature look and an organic impression. During the photo shooting there was a strong focus on appetite appeal. This has resulted in an exciting contrast between illustrations and food photography on pack – turning Swedish Glace into a real eye-catcher!
Style on a stick
Shortly after the relaunch of the scoop ice cream line-up, Swedish Glace launched ice-cream on a stick. “Refreshing Strawberry“ ice-cream made with soy, coated with dairy free chocolate – simply delicious!