Koregaon Park, Pune, Maharashtra, India

Design: Therefore Design
Location: India
Project Type: Produced
Client: The Brooklyn Creamery
Product Launch Location: Global
Packaging Contents: Ice Cream
Packaging Substrate / Materials: Plastic

It doesn’t take much to realise, just how much people in India love ice cream! From once being a dessert staple at dinner parties and weddings, ice cream consumption has now evolved into an anytime snacking option, not just for children but for adults too. But, with many urban Indian consumers also becoming increasingly conscious of the high fat and sugar contents present in every delicious scoop of ice cream, there exists a need is to offer to them the best of both the worlds – great taste combined with the promise of health. The Brooklyn Creamery addresses this very need!

The Brooklyn Creamery offers consumers, a range of low-calorie, low-fat indulgent ice creams that are sweetened with naturally-occurring and plant-based sugars. We collaborated with The Brooklyn Creamery to develop the brand’s identity and packaging design.

The packaging design needed to evoke a sense of youthful vibrancy, to appeal to urban audiences. Choosing the famous Brooklyn skyline of New York as inspiration, we created imagery of a cityscape that also doubles up as drool-worthy drips of ice cream. The brand’s tone of voice being conversational, perky and very hip, the intent of the packaging was to forge an engaging relationship between the consumers and their ice cream. In order to make the packaging easily noticeable for consumers, we used a series of bright colours per flavour, set against a standard brand colour of blue. Finally, we used bold typography for the identity and an upfront display of the calories per ice cream tub, effortlessly bringing to life, the brand’s vivacious personality. Pretty much like its real-world counterpart, Brooklyn – vibrant and eclectic!

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