Dreyers recognized that it felt functional and manufactured and needed to establish an emotional connection with its consumers. Additionally, its two sub brands ‘Grand’ (full fat ice cream ) and ‘Slow Churned’ (reduced fat ice cream), did not visually acknowledge both core consumers.
Mom as main gate keeper, was buying ‘Slow Churned’ for herself and ‘Grand’ for her family. We set up consumer groups to hear directly from her how we could better address both need states.
The new design is a fresh interpretation of the brand's parlor roots. Whilst the brand is also unified through common equities such the brand mark and striped lid, the 'Slow Churned' pillar feels more wholesome to express its BFY benefits whilst the 'Grand' pillar feels more fun and expresses Mom's love for her family.
- Project Roles
- Creative Director, Designer
- Art Direction, Creative Direction, Creative Strategy, Brand Strategy, Design, Packaging Design
- Project Industries
- Packaged Goods