Cornetto. It’s an ice cream we are all familiar with and is celebrated the world over for its distinctive product shape.
Our challenge was to adapt the brand mark and packaging to have more prominence on shelf and to move the product away from the occasional season-led treat purchase into the impulse snacking space traditionally occupied by chocolate bars and sweets.
Our solution for the brand and packaging design became one. We used the shape of the product itself to inform the shape of the logo. We turned the mark on its side and created a flowing logotype that filled this conical space. In doing so the new brand mark “owned the cone”.
The visual flow of the brand mark led the consumer down the pack towards Cornetto’s unique chocolate tip, spotlighting a key product benefit. Having a strong pack architecture allowed all products across the various Cornetto ranges to be more coherently linked, thereby enhancing brand recognition.
“Carter Wong always employ a great deal of craftsmanship and art in what they do which is at the very heart of Unilever’s marketing strategy, ‘Crafting Brands for Life’.
The work produced on the rebrand and pack relaunch has done really well to bring the brand to a new space and the new design and evolution of the logo works perfectly with it.”
Barbara Cavicchia – Global Director, Cornetto
This design was rolled out across 320 SKUs worldwide from entry level, including Cornetto’s core and premium ranges as well as limited editions flavours.
As a result, Cornetto became one of the top three global ice cream brands in 2016-17, with global sales over $1.5 Billion (Forbes 2016)