The Brooklyn Creamery
CAPTURING BROOKLYN’S ECLECTIC VIBE IN AN ICE CREAM TUB
Develop the brand identity and packaging design for The Brooklyn Creamery, a first-of-its-kind (in India) low-calorie and low-fat, yet indulgent ice cream, sweetened with naturally-occurring and plant-based sugars.
Brand-building and packaging design go hand-in-hand; packaging is a vital touch point that creates a certain perception in the minds of consumers and dictates the brand’s overall personality. With this thought, we sought to set the overall tone for The Brooklyn Creamery, such that its varied consumer touchpoints, packaging included, successfully carried forward its promise of ‘great taste combined with the promise of health’, while evoking a youthful vibe.
Health-conscious, urban audiences of every age, from a 20-year old yoga teacher to a 50-year old doting mother, who seek the best of both the worlds – great taste combined with the promise of health and wellbeing.
We sought inspiration from the famous Brooklyn skyline of New York City and created imagery of a cityscape that would also double up as drool-worthy drips of ice cream on the packaging. Keeping with the brand’s tone of voice – conversational, perky, and very hip, we used a series of bright colours; one for each flavour, set against a standard brand colour of blue. It was important that the packaging told the story of a low-calorie and low-fat ice cream, sweetened by naturally-occurring and plant-based sugars. Hence, we enlivened the identity using bold typography, and displayed the calories per ice cream tub, upfront. This brought the brand and its vivacious personality to life, making it stand apart, everywhere. Pretty much like its real-world counterpart, Brooklyn – vibrant and eclectic!
BRAND IDENTITY + PACKAGING