Noshi Ice Cream will soon be introduced in the Australian market, so the Japanese brand wanted to ensure that the packaging details were right for this new venture, while keeping with the overall company values.
The result is a quirky design by Paul Hatch, which turns an ice cream cone into a speech bubble. His main goal with this look was to keep with the playful nature of the brand, while using the idea of "Kawaii" from Japanese culture. Kawaii is translated as "cute" for the Japanese, and with a few adorable characters thrown onto this branding of Noshi ice cream, Hatch certainly delivers a playful aesthetic, as well as uses adorable imagery for the brand.
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