RazDvaIce – let the game begin!



Design: Getbrand
Project Type: Produced, Commercial Work
Client: Volga Ice
Location: Moscow, Russia
Packaging Contents: Ice cream
Packaging Substrate / Materials: Plastic

Volga Ice has expanded its portfolio with a new brand of ice cream for children, RazDvaIce. The concept of the brand and packaging design was developed by Getbrand.

A task
After the audit of the brand categories of Volga Ice portfolio, it became clear that in the children’s category they do not have a strong brand. In the company’s portfolio was the brand of fruit ice “Ledyshkin.” However, the name perceived by moms as ambiguous and distinctive design made this brand weak and inexpressive.

The qoute of consumers was: “I would like to please and surprise my child, to be a real magician for him, receiving in return sincere gratitude, but I haven’t enough time and imagination to think of how to please him.” Ledyshkin did not fit into this concept. We needed to create a new brand that could take hold of the hearts of children.

Having collected all the ideas together we created the brand “RazDvaIce”, whose name resembles a counting-down, gives a clear connection with ice cream and instantly involves the game.

Design continues the concept of the brand name. Our target audience is children from 3 to 10 years old.

This is the age when emotional contact is important: brightness, surprise, connection of fantasy, elements of the game. Children like bright characters, and we decided to take on this idea, turning the packaging of ice cream into a merry monster. Depending on the taste, he shows different emotions.

However, one bright package is not enough to take possession of the child’s heart. We needed an additional WOW-effect. We added “interactive” taste. “RazDvaIce” is not just a boring usual ice cream, it’s an explosion of taste. This is the surprise and small miracle that every child is waiting for. In the children’s line there are only 2 tastes: “bubble-gum” with explosive caramel and “watermelon” plus explosive caramel. We decided not to expand the line, knowing that children do not need a large assortment. They are quite conservative and choose their favorite taste once and forever.

The main message in the communications: show your concern. Parents want to see the joy in the eyes of the child, hear the words of approval and gratitude, feel the pleasure of giving a feeling of celebration and magic.
“RazDvaIce!” – is an ice cream, created specifically to bring children into raptures.