PREMIA MAIN RANGE REDESIGN​
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A fresh face that reversed the brands melting appeal...
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Premia came to us with stagnating sales, lack of shelf impact and a large product range. We analysed their existing packaging, and assets and developed a solution that appealed to the very essence of effective ice cream packaging design - stimulating appetite and desire and inspiring that impulse purchase. Also we were tasked with raising brand recognition amongst crowded shelves. A more upmarket look with a white base (to stand out from the very overtly colourful ice-cream shelves of the Baltics) as well as clearer flavour communication. The previous packaging emphasised the ice cream type (milk ice-cream) over the flavour type leading to confusion at the point of purchase. The sales increases below were without ATL or BTL advertising and no changes were made to the products themselves.
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FIRST GROUP OF BASIC TASTES (1L)
+ 25%
INCREASE IN SALES
SECOND GROUP OF COMBINED TASTES (0,75L)
+ 50%
INCREASE IN SALES
THE OLD
THE NEW
Meticulously crafted flavour icons - with every attention to detail given for rich, indulgent icons that simulate appetite and desire as well as offering clear flavour communication. Each icon is a luscious of mix of 3D render, photography and collage.
Sorbet ice-cream range extensions, designed as standalone additions to the premia main range and an extra refreshing impulse buy on a hot summers day. ​
Featuring a new set of extra juicy and zesty custom flavour icons to enhance the feeling of refreshment and convey the sorbet nature of the range.
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