Art direction, Designer: Tony Eräpuro
Font designer: Juho Hiilivirta
Photography: Duotone, Juho Huttunen
Project Type: Produced, Commercial Work
Location: Helsinki, Finland
Packaging Contents: Ice cream
Packaging Substrate / Materials: Carton/paper
Printing Process: Flexography, pantone colour
A vibrant makeover to help a beloved brand conquer international markets.
At its launch in 2012, 3 Kaverin Jäätelö (3 Friends Ice Cream) was the first craft ice cream brand in Finland. Since then, this company founded by 3 passionate ice cream lovers has been the forerunner in the Finnish ice cream scene. Just like true friends 3 Kaveria ice cream doesn’t keep secrets. It’s made from only good and natural ingredients, so there’s no reason to explain or hide anything.
Our mission was to better reflect the great quality of the product, strongly communicate the philosophy behind the taste and, most importantly, increase credibility to support sales in international markets. We were briefed to make a design evolution instead of a revolution. That’s why we kept the iconic orange brand colour but tuned it just a little brighter.
To stand out better in the freezer we wanted the beloved brand name and number 3 to be more prominent in the visual identity. The typography of the rotating 3 KAVERIA text on the carton was inspired by the street signs in the ancient Italian town of Albenga and brought to life with a custom font.