Norwegian ice cream company Hennig-Olsen has unveiled the branding and packaging for its new line of plant-based ice cream called 'Idyll.' Designed by award-winning studio JDO, Idyll's branding takes a "slightly edgier approach" to communicating the ice cream's plant-based proposition.
Unlike other vegan ice cream brands, Idyll's look and feel are distinctly bold. The packaging consists of dark colors such as burgundy and brown, real photographs of ice cream, golden lids, and a strong serif font. The scoops of ice cream donning the front of the packaging are garnished with greens, representing the plant-based nature of the product.
According to Paul Drake, the Creative Director at JDO, Idyll's branding intends to communicate that it is a premium yet accessible product by which "the design creates consumer desire, then delivers the pleasant surprise that it is a plant-based product with details that are both clear and clever."
Bold Ice Cream Designs
JDO Unveils Branding for Its New Plant-Based Ice Cream 'Idyll'
Trend Themes
1. Plant-based Ice Cream - The trend of plant-based ice cream offers opportunities to companies to explore innovative packaging and branding that is bold and edgy.
2. Bold Vegan Branding - The new trend of bold and edgy vegan branding represents a disruptive innovation opportunity for companies to create demand and standout in the market.
3. Photorealistic Packaging - The trend of using real photographs of products on packaging presents an opportunity for companies to create packaging that is both premium and accessible.
Industry Implications
1. Packaging Industry - The packaging industry can cater to the trend of using bold and photorealistic designs in ice cream packaging, and push limits with the creativity to make the product stand out on the shelves.
2. Food and Beverage Industry - The food and beverage industry can tap into the trend of plant-based ice cream and build their brand through premium and edgy packaging designs.
3. Graphic Design Industry - The graphic design industry can develop new trends for product branding and push boundaries by exploring designs that are bold and edgy while effectively conveying the product's plant-based nature.