The Nestle Drumstick brand of ice cream sundaes has been a household name for nearly 100 years, since 1928. But more recently, competitors-including many private labels- have been encroaching on the iconic brand's turf, imitating the lineup and visual brand cues, and creating a homogenous sea of blue on the shelf, according to the company. That's why the brand team at Dreyer's Grand Ice Cream, a wholly owned subsidiary of Nestle, determined that it needed to redesign the entire portfolio. Its goals were to refresh the brand, bring its values and personality to life, drive differentiation, and tap into the strong emotional connection consumers have with the brand. They called on creative agency Chase Design Group to work with them on this icon in the ice cream category and leader in the $3.6 billion all-family snack category. "Thanks to the redesign, our packaging now reflects a bolder personality that differentiates us from competitors and will be carried through on future innovations," says Elmer Gonzalez, brand manager, Dreyer's Grand Ice Cream. Melinda Turner, senior account director at the Chase Design Group, says she looked for ways to break through the sea of blue by strengthening the assets the brand could own and focusing on its values: adventurous, original, and energetic. Unique pattern illustrations, customized for each flavor/texture/coating, help highlight the adventurous eating experience.
展开▼
