London design company Carter Wong has completed the rebranding of an iconic ice cream product – the Cornetto. Created some fifty years ago, the brand is shaking off its roots as a seasonal, out of home treat to sit alongside snacks as something to enjoy at home and share any time of the year. The rebrand gives the product a more youthful appeal, aimed at a 14-25 year old market. The visual changes signal and support a range of innovations in the product and product range that will reposition the brand worldwide.
The visual changes begin with a complete re-design of the Cornetto logo. The shaping of the logotype ‘Owns the cone’, and playfully mimics the shape of the cone, with a large ‘C’ at the top end, tailing off to the ‘tto’ and the tip, becoming the primary interface with consumers. The easy-to-recognise graphic nature of the word mark avoids language issues, much like the ubiquitous Coca-Cola logo. Freezer cabinet standout is now greatly enhanced by the stronger, dynamic branding.
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