AURUM brand concept update

Derrick Lin


Project manager: Aiste Zumariene
Creative director: Audrius Karecka
Designers: Sandra Pipiraite, Jurgita Kuriene
Project Type: Produced, Commercial Work
Client: Amber Trade
Location: Kaunas, Lithuania
Packaging Contents: Ice cream
Packaging Substrate / Materials: Plastic, Paper board

The AURUM brand is one of the best-known ice-cream producers in Lithuania. They have approached our agency and offered a challenge to overhaul the concept of their brand by updating the logo and packaging in a way that would make it appealing to the customers and representative of how unique the brand is and the wide range that it offers.

Back to the basics
AURUM means gold in Latin. In the process of changing the market positioning of the AURUM ice-cream, the logo is changed so that it still retains recognition. The AURUM ice-cream becomes an affordable premium ice-cream. The updated logo highlights the core values of the company and brand AURUM: experience, expertise, and innovations. The colour blue has been replaced with gold, and a graphic element has been created to combine the images and meanings of a gold nugget, ice-cream on a plate, and a crown. It is gold in a scoop of ice-cream.

Packages full of flavour
We have created over 20 revamped packages for the AURUM ice-cream; they communicate a rather simple yet powerful message: flavour is everything. Highlighting the ingredients of every ice-cream makes the packaging appealing and enticing to try. This calls for professional pictures, and so a team of various professionals with years of experience in food photography, from food stylists to photographers, was hired.

However, in order to create an image of the desired packaging, pictures alone are not enough; additional print effects are just as important. We have decided to use a UV varnish in a bid to enhance the image of ice. The pictures and the high-quality print of the package help to communicate the quality and flavours of the AURUM ice-cream as a PREMIUM product.

The package design remains minimalistic, focusing on the flavours. We believe that the packaging has hit the target because we can see the sales growing in the Lithuanian market.