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Ice Cream
Original Date of Publication April 2018
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Brand Corporate & Product Identity R.BIRD & Company, Inc. USA • 888 317 8300 • 212 317 8300
Patterns: Ice Cream about design in consumer packaging
Published by R.BIRD & Company, Inc. 404 5th Avenue New York, NY 10018 USA Copyright Š 2018 R.BIRD & Company, Inc. All rights reserved. This collection of research and observations is intended to stimulate creativity in the public interest and for education. The views and opinions expressed are solely those of R.BIRD & Company, Inc. We are not responsible for errors or omissions. The brands, trademarks and images referenced in this commentary and critique remain the property of their respective owners.
Table of Contents
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Contents Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Decisions, Decisions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Favorites. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Scoops. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Awnings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Polka Dots. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Clarity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Glass. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Black. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Vintage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Naughty Ice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Type Style. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Cows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Premium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Patterns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 White Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Spoons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Rainbows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Bold Power . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Ingredient Illustration. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Close-Up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Bite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Smart. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 First Name Basis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Celebrity Endorsement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Brand Formulas. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Storefronts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 On-the-Road. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Mobile Apps. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Keywords & Brands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
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R.BIRD Patterns about design in consumer packaging
Introduction
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Ice Cream Introduction If you’re a brand manager, marketing professional, package designer or student about to begin a brand or package design initiative, it’s essential to be aware of context. R.BIRD “Patterns” are published reports based on our observations and professional experience as brand & package designers that provide insights into common practices within a chosen product category.
Method Armed with digital cameras, note pads and search engines, our designers visit retail environments and online marketing to observe product presentation in its natural habitat. We then perform a closer study in search of common design patterns and competitive opportunity throughout the category.
Bespoke Reports R.BIRD can deliver a custom and confidential “Patterns” report on the category of your particular interest for a fixed fee in a short time with valuable results. The subject may be the category in which your product competes, or a particular aspect of your product, such as “structure.” Send a message to “patterns@rbird.com” for more information.
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R.BIRD Patterns about design in consumer packaging
Ice Cream
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Overview
Overview Our observations included consideration of the brands shown above - and more. These products were found on-shelf in mass-market retail, specialty shops, or online.
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R.BIRD Patterns about design in consumer packaging
Overview
Favorites
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Favorites
Favorites These top-sellers can be found at just about any grocery store in the USA. Response Each of these brands have their own niche along with strong recognition, wide distribution, and loyal following. These brands are among the front runners in local supermarkets.
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R.BIRD Patterns about design in consumer packaging
Ice Cream
Ice Cream
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Scoops
Scoops Nothing makes the mouth water like a beautiful image of a giant, textured scoop of ice cream. These four examples all treat the scoop in a different and artistic way. Response Some of these brands take the scoop to the next level. Lightside’s clever use of the scoop to look like the light side of the moon creates design and brand gestalt. The “C” shaped scoop on Connoisseur’s package is also a subtle but memorable application.
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R.BIRD Patterns about design in consumer packaging
Scoops
Awnings
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Awnings
Awnings Red and white awnings have been used as a design element on ice cream packs for a very long time. Think back or “Google” the old Good Humor logo prior to 1998, You’ll find it there, too! Response Research could not pinpoint the first appearance of this graphic device in retail packaging design. However, we can assume it might have been prevalent in the architecture of ice cream shop storefronts well before the days of packaged ice cream. While this connection may be lost on new generations, the device still works as a signal for a nostalgic, carnival-like experience.
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R.BIRD Patterns about design in consumer packaging
Ice Cream
Black
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Black
Black Black backgrounds set the tone for premium gourmet products in just about any retail category. Photography and graphics pop and allow for dramatic product presentations. Response We’ve seen a decline in package designs using black backgrounds. Smartly, these brands have set themselves apart while newcomers and existing products have gravitated towards mostly white packages.
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R.BIRD Patterns about design in consumer packaging
Ice Cream
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Vintage
Vintage These examples all tap into a 1950s design vernacular. Muted colors and B&W imagery all reinforce this style and convey a sense of product authenticity, before the days of chemical additives and artificial flavorings. Response Creating a feeling or sense of time and place through thoughtfully executed branding reinforces the consumer desire to go back to a time when things were simple and stress free... Now, who doesn’t want that!
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R.BIRD Patterns about design in consumer packaging
Vintage
Gallery
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R.BIRD Patterns about design in consumer packaging
Ice Cream
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R.BIRD Patterns about design in consumer packaging
Gallery
Keywords & Brands
Index
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Keywords & Brands A
appetite appeal 9, 25, 26, 27 art deco 6 artificial 15, 25 authentic 12, 13, 15, 19, 25, 31
B
bang! 18, 23 Brands Adirondack Creamery 44 Alden’s 45 Amul 37 Atkins 26, 36 Bardot 6, 20, 37 Baskin Robbins 5, 32, 35 Beachy Cream 11, 15, 40 Ben & Jerry’s 5, 8, 18, 29, 30, 41 Betterwith 22, 40 Big Gay 23, 41 Bliss 22, 44 Blue Bell 24 Blue Bunny 5, 31 Booja-Booja 20, 41 Breyers 5, 14, 26, 28, 41 Brio! 23 Brook Farm 42 Cadbury 31 Caminito 20 Carb Smart 28 Carvel 5, 32 Central Market 39 Charlie’s 15, 29, 41 Chelesta 9, 45 Ciao Bella 25, 39 Cold Stone 32 Connoisseur 9, 41 Coolhaus 37 Cream of the Stars 36 Crumbs 10 Dairy Queen 43 Dee’s 17, 29, 40 De-Lish 30 DF Mavens 39 Double Rainbow 23 Dove 27, 36 Dreyer’s 5 Earnest 13
Edy’s 9, 26 Emerald & Spruce 20, 39 Enlightened 12, 28, 40, 43, 44 Federici 16 Foxy’s 15, 41 Franklin 25, 39 The Fresh Market 11, 22, 40 Friendly’s 5, 10, 32, 43 Gelato Fiasco 12, 19 Genuto 44 Gifford’s 24 Gold Bear 30 Good Humor 10, 33, 45 Graeter’s 5, 41 Green Girl 19, 21, 38, 39 Häagen-Dazs 5, 8, 27, 36 Halo Top 5, 8, 11, 44 Hay Rosie 19, 40 Heart Brand 40 Hema 26 High Road 24, 45 Holy Moly! 18, 37 Homemade 5, 44 Honeymoon 13 Honeysuckle 12, 41 Hostess 27 I Am Subzero 24 Ice & Vice 7 Igloo 38 Inspira 38 Jackies Farm’s 37 Jawea 42 Jeni’s 5, 23, 29, 41, 43 Joe’s 17, 29, 37 Julie’s 5, 29, 44 Kapiti 14, 36 Klondike 5, 31 Lezzetli 25 Licktators 16 The Lightside 9 Little Paddock 21, 38 Little Something 40 Mad Minis 16, 17 Magnum 5, 35, 40 Max & Mina’s 7 Mayfield 18 McConnell’s 36 Minus the Moo 10, 42 Mister Softee 33 M&M’s 31
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Moms 29, 33 Mova 37 Mr Mochi 11, 38 Mrs. Fields 31 Nada Moo! 38 Nancy’s Fancy 19, 29, 42 Naturally Smart 28 Nestlé 5, 18, 30, 36 New Orleans 43 Nonna Lina 44 Nutty Bunny 21 Odd Fellows 6 oob 38 Outshine 5 Paleo Passion 37 The Parlor 5 Pat and Stick’s 15, 29, 42 Perry’s 25, 43 Peter Pan 36 Phin & Phebes 39 Popsicle 5 ProYo 41 Publix 42 Rancatore’s 7 Salt & Straw 6, 10, 42 Say Hello 37 Scandal 14, 16 Selva Nevada 42 Sephora 6 Seriously Good 44 Silver Moon 44 Skinny Cow 5, 18, 36 Smart Ones 28 Smitten 5, 33 Snickers 43 Snoqualmie 21 So Delicious 5, 41 Spoons 37 Stelios Parliaros 43 Steve’s 17, 29 Street Treats 33 Talenti 5, 8, 12, 22 Tillamook 45 Tipsy Scoop 45 Twix 31 Vadilal 14 Van Leeuwen 5, 33 Vice 16 Vice Cream 16 Weight Watchers 27, 28 Woodside Farm 7
R.BIRD Patterns about design in consumer packaging
C
co-branding 31 color black 9, 14, 17, 23, 24 black & white 15, 16, 17, 21, 29 blue 17, 29 brown 8, 9, 12, 13, 16, 17, 22, 24, 26, 27 gold 8, 20, 22, 27, 31 purple 20 rainbow 10, 11, 23 red & white 10, 19, 22, 28 white 11, 21, 28 cream 11, 15
D
decadence 16 decision 7 digital 34, 35
E
elegance 8, 9, 17, 19, 27 endorsement 30 Jack Nicklaus 30 Jimmy Fallon 30 Mickey Mouse 30 Penn Jillette 30 environment green 19 retail 6
F
first name 8, 9, 15, 16, 17, 18, 19, 26, 29 flavor arabic date 9 bacon 12 banana 11 birthday cake 8, 11 blackberry 20 bourbon 12, 24 caramel 9, 13, 21, 23 cardamom 21 chili 16, 17 chocolate 9, 10, 16, 17, 19 dough 18 espresso 10 fig 11 grasshopper 25 hazelnut 20 latte 23 lemon 14, 19
Index
melon goat milk 9 mint 10 mochi 11 oatmeal 12, 28 passion fruit 19 peanut butter 8, 14 pecan 12 pomegranate 19 raisin 24 red velvet 10 rum 24 salted 9, 13, 19, 23 strawberry 22 tarragon
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vanilla 8, 9 franchises 6, 32, 33 fresh 11
G
glass 13 gourmet 9, 14, 19
H
hand-lettered 12, 17, 18, 21 holy 18 home made 15
I
47
R
retail 6, 32 retro 11, 33 reusable 12, 13
S
scoop 9 simple 15, 20, 21, 24, 25 smart 12, 28 soda fountain 6 sophisticated 6, 9, 19 story 17, 19 strategy 7 symbols awning 10 cow 18 spoon 11, 22
T
trade-dress 20 transparency 12, 13, 19 truck 6, 33 typography 12, 17, 19 bold 14, 22, 24
V
vernacular 15 vintage 33. See also retro; See also nostalgia
ice 13 illustration 18, 20, 21, 25, 26, 27 ingredients 25
L
light 9 loyalty 8
M
milk 9, 16, 17
N
natural 9, 20, 21, 28 non-dairy 8, 20 nostalgia 10
O
organic 22
P
patterns 20 polka dots 8, 11, 28 plastic 12 premium 13, 14, 19 pure 9
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R.BIRD Patterns about design in consumer packaging
Keywords & Brands