HAJOK Design

Mühlenkamp, Hamburg, Deutschland

Design: HAJOK Design
Location: Germany
Project Type: Produced
Client: Unilever
Product Launch Location: Europe
Packaging Contents: Ice Cream

Naming & packaging design for Langnese’s ice cream Likkies

Langnese’s new Likkies ice cream looks almost homemade, sporting a natural-looking, charming packaging design. Not only did HAJOK create the design but the brand agency from Hamburg also developed the name.

Langnese started selling ice cream on a stick in Germany 85 years ago. Part of the Unilever portfolio, Langnese is now one of the most successful ice cream brands in Europe. Ice cream has always been popular, but attitudes towards nutrition have changed over the past few decades. Natural ingredients instead of artificial additives are in demand and sustainability also plays an increasingly important role. By launching a new young popsicle brand onto the market, Langnese wishes to cater to the needs of health-conscious consumers.

If you search for “popsicle recipes” on Google, you get almost 550,000 results, so the hype about homemade popsicles isn’t slowing down – on the contrary, it is going from strength to strength! The aim was for the packaging design to incorporate this homemade trend, present itself naturally and honestly while animating the desire for a delicious, fresh ice cream. In addition, HAJOK was also commissioned to develop a suitable brand name.

Staging the logo in white typography with a red shadow immediately evokes associations with Langnese. The packaging design reinforces the lively and relaxed homemade character of the ice cream brand with illustrations, decorative elements and handwritten fonts. The motto for the product illustration translates as “simply delicious”. Especially the back-of-pack key visual of fresh strawberries dipped in cream makes your mouth water!