Creative Agency: Love Mondays
Founder/Creative Director: Dale Evans
Design Director: Claire Wright
Project Type: Concept
Location: Stockholm, Sweden
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Cardboard and plastic
Dairy Farm in Hong Kong currently have a new objective to create new private label (category specific) brands that are more relevant to consumer need states. They want these brands to look more appealing and less like private label, in order to compete with national brands. They aim to offer better value for money and in turn drive sales.
Love Mondays were briefed to look at three SKU’s of ice cream for it’s Simply Delights range. The products are made in New Zealand with only the best ingredients and unique flavours. The project included brand strategy, name generation (for the sub brand), brand identity and packaging design.
The agency uncovered a key insight that consumers were looking for something that stood for real quality/a touch of luxury. They wanted an ice cream that was both rich in taste AND texture. Dairy products imported from Australia/New Zealand always stand for better quality and credibility in Asia. The core idea of ‘Creamy Indulgence’ become the chosen creative territory under which the concepts were created.
Love Mondays Creative Director Dale Evans explains “Our solution uses a bold ‘creamy’ graphic that represents the richness of the product itself. It leads the eye from the top of the pack through to the delicious photography at the bottom. Strong colours and close up ingredient shots help to focus on the unique flavours. The name ‘Creations’ represents it’s artisan routes. A strong brand identity means it is able to compete with more mass market national brands. The ‘Made in New Zealand’ message adds credibility and a sense of real quality”.