The Job
In this scenario, my client is a new premium brand of ice cream (pints) that is launching in 2023. To bring this brand to market, I am looking to develop a compelling campaign that highlights what makes the products unique and different from the other boutique ice cream brands out there. This includes highlighting the brand's story, flavors, and unique brand concept.
Brand Idea
My idea for this challenge went a little beyond just branding. I wanted the product to stand out amongst all other ice cream pints on the shelf. So I went with an ice-cream pint that has a lid on both ends.
I went with the name "Open Wide". "Open Wide is built on not only the incredible taste and natural ingredients to create perfect, and unique ice-cream flavors, but it is also built on creating an incredible experience as well. We want you to enjoy the act of tasting and eating at the same level. This is why, we have created an ice cream pint design with lids on both ends to give you, the consumer, a perfect ice cream-eating experience. No more getting your hands dirty to scrape the bottom and no more waste!"
LOGO
I wanted the logo to look like a mouth/teeth opening because with this revolutionary ice cream design you can eat every scoop out of this pint.
Product Design/Mockups
Because of the uniqueness of the container, there were no mockups that I could use, so I had to create everything for this brand from scratch. The mockups, the collateral, and because of this I was able to create product animations for the brand tailored for both social media and TV/YouTube ads.
Call To Action
For the main CTA, I chose the phrase, "There is no downside." For the secondary CTA, I chose the phrase, "Every last scoop at your fingertips." I wanted to communicate in a few words what this new ice cream pint can do that separates it from the rest of the ice cream pints on the market.
SOCIAL MEDIA
Collateral
For the Merchandise, I wanted to create the usual collateral but I also wanted to create a product that's connected by the unique idea of an opening on both sides.
Product Animations
