Happy children with their melting kiddie cones is not the image assumed by BRRR Ice Cream packaging. Designer Ivan Vetrov aimed to develop a branding strategy for a dessert that's targeted at cool guys; specifically, the scheme is directed at dudes "who won't be afraid to eat monkey brains."
With flavors like Banana, Coconut and Mango, the cold treat would presumably be quite enjoyable for the young, the old, for girls, boys and for the brave and the timid alike. Nevertheless, a more hardcore image is achieved by using bold colors and the feisty illustrated faces of chimpanzees and gorillas. These tooth-baring characters have animated expressions that give BRRR Ice Cream packaging robust personality.
Monkey-Faced Marketing
BRRR Ice Cream Packaging Does Not Express Itself in the Usual Sweet Fashion
Trend Themes
1. Hardcore Dessert Packaging - Using edgy designs and bold colors to create a more daring image for dessert packaging.
2. Animal-inspired Branding - Incorporating the illustration of animals in product design and branding.
3. Gendered Messaging Reversal - Using packaging and branding to directly target a male audience for traditionally gender-neutral products.
Industry Implications
1. Food and Beverage - Exploring adventurous branding opportunities for food and beverage products beyond traditional packaging.
2. Graphic Design - Incorporating illustrations and bold colors in product design to create more memorable branding.
3. Marketing and Advertising - Using innovative packaging designs to target specific audiences and differentiate products in crowded markets.