Connoisseur
Brand Identity / Packaging / Point of Sale
Connoisseur is a household name as the best-tasting premium take home ice cream in Australia, but on shelf it looked terrible.
A great product in a poor pack won’t engage with new users, no matter how great it tastes.
We took a tired ice-cream brand that lacked visual impact and gave it a complete overhaul using colour and imagery to seduce consumers. We completely reinvented brand and pack to better express Connoisseur’s positioning of ‘precious indulgence’. Our clever use of food styling doubling as a brand element dramatically improved taste appeal and shelf standout.
The new branding has proved irresistible. Consumers were seduced by its simplicity and sophistication. In the first year sales were up by 35%.
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