Design: DS1 branding agency
Location: Russia
Project Type: Concept
Packaging Contents: Ice cream
Packaging Substrate / Materials: Plastic

The packaging design meets the key needs on the basis of which the consumer chooses ice cream

A subsidiary of Valio, the largest producer of milk and food products in Finland, has asked DS1 branding to develop a packaging design for a new line of ice cream. The agency was tasked with identifying the key needs of the target audience and developing a design system that would distinguish the product from a large number of competitors. The DS1 branding team shared the process.

The ice cream market in Russia is highly competitive. There are a lot of world, national and regional brands on the shelves. And the shelf space itself is very limited. According to our data, during the pandemic, sales of ice cream increased by 15%, and its production in the first quarter of 2020 increased by 39.4% compared to the same period in 2019.

The reason for this increase in demand for the product, experts believe the attitude to ice cream as a kind of "antidepressant", a treat that lifts the mood. In times of crisis, the consumption of ice cream does not decrease, but traditionally increases. The more important it becomes to communicate with the customer using the brand's design system and linking it to emotional needs.

Paradoxically, despite the saturation of the market, not all market players are distinguished by sufficient differentiating positioning.

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via Packaging of the World – Creative Package Design Gallery