Grazia – The Italian-inspired Mongolian Ice-cream

Posted on

Derrick Lin

Global

Design: PET Engineering srl
Marketing & Communication Manager: Elisa Zanellato
Project Type: Produced, Commercial Work
Client: Vitafit Group
Location: Mongolia
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing

In 2017, Vitafit, a leading player in Mongolia’s dairy industry, decided to differentiate itself by entering the world of packaged ice-cream, with something that would stand out from its competitors in terms of the type of product, price and marketing concept.

The Mongolian market is dominated, on the one hand, by imported ice-creams by well-known multi-nationals and, on the other, by minor and somewhat confused products made by local producers. In this context, Vitafit decided to introduce a range of ice-creams on sticks and in cones that would bring to mind high-quality Italian gelato, famous all over the world for its craftsmanship and careful selection of the right ingredients. Vitafit wanted to launch its new product range with a more competitive price than imported brands in order to take over a significant market share.

The new range of ice-creams, called “Grazia”, is currently available in the following flavours: Strawberry, Pistachio and Tiramisù with a Caramel topping. PET Engineering was primarily appointed to give the product a visual identity that would match the brand’s strategic objectives. This identity would then be incorporated into all marketing material including, of course, the packaging.

The visual identity of Grazia, with its soft, creamy chocolate heart, uses graphics to express the love that the brand puts into its recipes, all of which are delicious and use high-quality ingredients. These graphics are also instantly clear for the target audience, identified as being women and mothers who buy the product for themselves in a moment of indulgence or for their families.

The packaging puts the logo at the forefront, guaranteeing the quality of the product, together with a real representation of the product itself, immersing the consumer in a sensory experience that gives them a taste of that delicious first bite. The monochromatic background, with its fashionable shades, creates a precious and slightly 3D effect, reflecting the world of fashion – another industry in which Italy is held in high esteem across the world. This reflects the almost sartorial quality of the ingredients chosen and how they are used.