Nestle Ice Cream Truck Classics Refresh
Nestle ice cream, a beloved choice for poolside treats for five decades, continues to charm with its range of renowned flavors. Recent updates to their packaging ensure a timeless appeal while embracing a hint of modernity, setting the tone for years to come.
BEFORE The previous packaging design emphasized summer feelings featuring poolside imagery on every flavor. However, it suffered from inconsistencies such as varied callouts, separate logos for each flavor, and fluctuating sizes of the SOI banner. These discrepancies compromised the overall coherence of the brand. Despite these shortcomings, the friendly and classic aesthetic resonated well with consumers looking for reliable products at budget-friendly prices.
PROPOSED CONCEPT ONE The client entertained the idea of bringing together a diverse range of classic flavors within a single unified brand known as Ice Cream Truck Classics. This approach aimed to evoke a sense of nostalgic charm, drawing inspiration from mid-century mod patterns. The brand identity featured a retro tombstone logo, complete with a whimsical anthropomorphized fudge bar mascot created in a rubber hose style. Complementing this design, flared bouncing typography was utilized to infuse a light-hearted and playful essence into the overall brand image.
PROPOSED CONCEPT TWO Expanding on the nostalgia from the previous concept, concept two draws inspiration from the charming striped awnings commonly seen on vintage 1950s ice cream trucks. Although the blue water pattern has been replaced, a vibrant shade of blue is introduced to maintain the brand's identity. The overall look of this concept is youthful, friendly and approachable, qualities that resonated strongly with the client and propelled it into the final stages of consideration.
Shades of Blue.
After conducting consumer testing trials and engaging in various discussions, the decision was made to forego the name "Ice Cream Truck Classic" in favor of a more straightforward approach - "Nestle Classics." This shift involved transitioning to an updated version of the initial packaging design to avoid unsettling consumers accustomed to the familiar blue hues and the welcoming simplicity from the previous branding.