O12 – The Protein Ice Cream

Just Be Nice Studio

Pokrovka 2/1s2, Moscow, Russia

Creative Agency: Just Be Nice studio
Art director: Igor Kiselev
Designer: Anastasia Itkina
Project manager: Yana Gerasimova
Project Type: Produced, Commercial Work
Client: O12 ice cream
Location: Moscow, Russia
Packaging Contents: Ice cream
Packaging Substrate / Materials: Paper

Moscow studio Just Be Nice continues to work with the experts in high-protein foods — Moloko Ingredients + Foods.

The company provides healthy, low-calorie products, rich with protein and vitamins under the O12 brand — for people leading an active life. The company also perfects the already existing product — not only in terms of taste but also in terms of visual parameters. The redesign of the protein ice cream package was one of the companies challenge.

Previous version was no different from any traditional ice cream package: a cup with a cap. Production price wasn’t exactly affordable.

The package was produced in UK as the company couldn’t purchase necessary components of the same quality in Russia.

The studio decided to go with a simple design. Now the package is, basically, a folded clay-coated paperboard in to a ‘WOK’ box.

This version allows to produce everything in Russia, vary the output and cut the financial costs, by avoid currency risks, customs delays and longer deliveries.

Positioning of the product has been slowly changing: the protein ice cream was no longer meant only for professional sportsmen but also for supporters of tasty and healthy food. That is why the studio decided to replace sports-themed patterns on the package with illustrations that better reflect the taste of the product.

Color’s remained the same. The new form of the package also allowed to organically place all necessary information about the product — ingredients, the manufacturer, expiration date, etc.

Thanks to the updated shape and design, the packaging became more appealing, noticeable in supermarket refrigerators and cheaper in production.