Can Ice Cream Branding & Packaging make Ice Cream more desirable?

Ice Cream Packaging – Ice cream as a product needs no introduction; neither does it take much effort to convince someone to eat a scoop of ice cream. From being a luxury food item once, ice cream has today conquered the world. Due to the easy availability of affordable refrigerators, ice cream is easily available for consumers. It may be a go-to snack or dessert for people, but is it easy to sell? Take a look at this video:-

What a fun way to sell ice creams! This vendor in Turkey is also very famous on social media where people love to share their experience of buying ice cream with a few enjoyable tricks by him. This clearly indicates that selling ice cream in a highly competitive market is not as simple as it seems and also the fact that sellers can always find unique ways to entice ice cream buyers. However, not every seller or brand can arrange performances as the talented vendor did but every brand has a chance to entice the potential buyer with unique and innovative packaging.

Globally, India is one of the largest producers of ice cream and most of the ice cream is consumed domestically. Experimental ice cream products like vegan ice creams, ice cream cakes, Ice cream rolls, Ice cream sandwich (fritter) and more are have become popular too. But the aspect of ice cream packaging design has remained simple and unattractive. The selling techniques too have been limited to 1+1 or discount offers only.

Even though the ice-cream box packaging design is almost always very lively and colourful, this is not enough! Hence designing a product with creative and innovative packaging is essential to maintain the product on the market.

Ice-cream brand design with exclusive and outstanding packaging will make people buy it not only because it is good, but also because it looks beautiful on the shelf.

As per the brand positioning in the market, packaging design should speak for itself. If it is natural, organic, fat-free, from toned milk, vegan, whatever unique feature brand is providing should be mentioned creatively through images and content.

Tempting and mouth-watery images of ice-cream surrounded by ingredients will make ice-cream cone packaging design and family pack design should generate craving, which will then lead to impulse buying. The target group for ice-cream is majorly kids and youth; hence ice-creams should have a playful and joyful personality which will spread smiles and happiness.

If the brand personality is classic, then the colours will be very subtle, the content will involve more about legacy oriented data such as year of establishment, quality certifications and various branches nationally and internationally.

Ice-creams and kulfi are available in numerous flavours which can be from basic vanilla, strawberry, butterscotch, chocolate to gourmet oriented flavours blueberry, coffee, belgium chocolate and many more. Depending upon the flavours, the ice-cream box design, kulfi packaging design, colours, font, illustrations and content are based.

Ice Cream Branding

According to brand design agency, the brand logo is the first face which represents your brand in front of the audience.

There are a lot of factors considered while designing brand logo design which can be from brand personality, target audience, brand story, positioning many more. There are tons of ice cream logo styles from modern to classic logos, kid-friendly to mature logos. Detailed to minimalist logos, this will differ as per above-said factors.

Classic ice cream logos as the name suggest are a very traditional way of incorporating your brand story, history and values. At the same time, the modern or urban brand logo is dynamic, progressive with simplistic font and make sure to be aligned as per the trend.

The modern and vibrant design is a must to make sure you attract kids. Abbreviation are a kind of great resource when it comes to designing a minimalist logo along with the creative image, which represents ice-cream.

Brand strategy

Few trends which are included as a brand strategy in the ice-cream industry as below:

• Increase in disposable income of young Indians
• Increase the new flavours to keep the brand fresh and updated
• Understand the changing health-conscious pattern of Indian consumers and introduce health-conscious range (fat-free, low cream, vegetarian)
• Introduce deliveries and maximum processes with a minimum human touch to avoid the virus transmission risk.

Positioning

It is a process of creating space in the minds of customers and convincing them to purchase your product over the competition.
Positioning can be made secure by providing a strong brand message through taglines.

Example:

Amul has promoted its ice creams as a real ice-cream which were the healthy option and that they told us how health comes first along with taste keeping the prime importance.
Amul is a brand which promotes being ‘healthy’ and ‘value-for-money’ at the same time.

Naturals Ice-creams they are known for providing ice-cream which is extracted from real fruits with no preservatives added hence called as naturals.

Baskin-Robins ice-creams are known to be costly due to their high quality and world-famous brand name; hence they position themselves in the premium category.

Personality

Brand personality of an ice-cream will be divided as per the below elements:
Characteristics/Traits –Soft, tender, mature, classic, modern, rugged, sophisticated

Below are some examples as per their personality

Monkey stone brand is known for its robust and modern approach

Arun, Vadilal Ice-cream is known for its soft nature

Amul and Dinshaw’s is now classic yet with an urban approach

Quality walls are known for fun-loving youth and children

Baskin-Robbins is having a rich and inviting personality

Target audience

There are always different kinds of the target audience as per their requirements. Different approaches which can besugar-free health-conscious people, kids who enjoy having fun with relishing ice-creams, people who love natural ingredients oriented ice-creams. The value proposition of the product strongly supports product offerings. Connect us to know more about ice-cream packaging designs which will help you to stand out in market.

Dairy products packaging Design like Ice-cream requires a much-needed boost and some notable points to be considered while designing packaging are:-

I.) Promote or Reflect Sentiments of Happiness

There are probably two reasons for buying an ice cream:-

i.) The consumer is happy or wants to share happiness with his/her group or;

ii.) Consumer wants to uplift his/her mood.

Keeping this in mind the Turkish Vendor (in the video above) came up with the idea to add more fun to the buying process resulting in uplifting the mood of not only consumers but also the people around. Think about it, will this technique work with some other products like medicines, pizza, momos? No, because a consumer’s mindset while buy ice cream is different from buying other products.

Ice creams with unique packaging can reflect sentiments of happiness, joy, and love. Vibrant colour schemes, premium pastel shades, bright colours must be included to convey positive emotions.

II.) Packaging for Young Selfie Enthusiasts

The extensive use of smart phone’s and social media combined has given birth to the trend of sharing beautiful pictures, especially of food. Then why not ICE CREAMS? Anything beautiful is worth taking a SELFIE with and fine-looking ice creams can encourage people to take its photos. This is another way to enhance the consumer’s buying experience and add more value to consumers.

III.) Finding an emotional connect

Colgate’s innovative campaign of “Don’t forget Colgate” is a great example of connecting with the consumer instantly. Similarly, more campaigns can change the way buyers look at an ice cream brand. Wondering how? Then connect with DesignerPeople to consult.

We have collected images of some creative ice cream packaging designs below to give you a glimpse of what we just discussed: –

Better brands start with meaningful conversations

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Author: Megha Malik

As a passionate entrepreneur and creative brand consultant with experience of 14 years in digital, branding and packaging industry, it is my honest effort to put my experiences and knowledge of industry towards readers. A chartered accountant by degree but a marketing personality in blood has motivated her to take in designing industry as a career. With her fun-loving personality and sharp branding skills, she is a great motivational speaker on her YouTube channel, an active member in various business channels offline as well as online. Do connect me personally via my LinkedIn and I love to share my expertise with you.