How do you adapt an iconic design celebrated the world over to increase sales without undoing a powerful heritage? We were asked to find ways to shift Cornetto away from being an occasional, seasonal treat, towards the impulse buy world of sweets and chocolate bars.
We used the shape of the product itself to inform the shape of the logo. We turned the name mark on its side and created a flowing logotype that filled the package’s conical space, allowing the new brand mark to “own the cone”.
The design was rolled out across 320 SKUs worldwide, resulting in Cornetto becoming one of the top three global ice cream brands in 2016-17, with global sales over $1.5 Billion (Forbes 2016)
Global Director, Cornetto