Frudoza Joy Ice Cream

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Agency: Brama Branding
Creative/Art Director: Vitali Degtyarev
Creative Director: Ina Nasovich
Location: Belarus
Project Type: Produced
Client: Morozproduct
Product Launch Location: Belarus
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Plastic

Background:
“Frudoza” is a hip brand of ice cream in Belarus. In 2019 the new product was born – a creamy treat with the flavour of Greek yogurt and jam, strawberry and apricot, in cocoa-glaze. It’s the first of the kind in the Belarusian market and quite different from the current “Frudoza” range.

Task for the Agency:
To devise a creative concept and package design to help the new product fit into the positioning of “Frudoza” as a “portion of happiness”.

Solution:
The new “Frudoza Joy” sub-brand is a triple portion of happiness: jam + ice-cream with Greek yogurt + cocoa-coating. Breeziness and pleasure associated with the product transform into the idea of the flight. A new Mark and a new Bella float over the Mediterranean islands. A warm colour palette of the illustrations and a soft matte texture of the package promise real delicateness inside.