Food is often deeply linked with tourism but Rethink is taking this idea a step further with its "Not Vanilla" campaign which uses ice cream packaging to draw tourists to visit Ottawa, Canada. Featuring a 360-degree design, these unique packages aim to change the minds of Canadians who may mistakenly view Ottawa as a "vanilla" or a boring place to visit. To accomplish this, Rethink played off the term vanilla and launched an ice cream brand, complete with its own logo, packaging, design, Instagram and signature flavors.
The ice cream packaging for Not Vanilla features bright and vibrant designs along with flavor names that focus on what Ottawa has to offer. The flavors were crafted by Ottawa-based coop shop Moo Shu and features unique flavors such as ByWard ByNight, a cocktail-influenced flavor, and Urban Splash which incorporates hops and honey.
Image Credit: Rethink