With a refresh and rebranding agreed upon to strengthen the brand positioning in the New Zealand market and its focus on export growth, creating an opportunity to retain the emphasis on provenance while creating an ownable and flexible language that can be used seamlessly across all of its formats.
Deep South Ice Cream-11
Deep South Ice Cream-10
Deep South Ice Cream-9
Deep South Ice Cream-6
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Portfolio photography Art Director
Creative Design
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Commercial photographer
To increase the range’s accessibility across a wider variety of price points, it was separated into high-end and more affordable options. The premium package is called “Aspiring,” after the famous South Island mountain range and national park. The previous livery served as inspiration for the new one, which features a unique, cold, windswept mountain range. Chroma is used uniformly across all flavors, with deep, enticing hues that aid in navigating tastes and savoring textures. Ice cream is photographed up close and placed front and center in a mountainous setting to highlight the product and its ingredients while also emphasizing its local origin.
The two-liter tubs are designed for the average ice-cream fan. The tubs were designed to match the “Aspiring” logo, which features a mountain range. This assortment is designed to appeal to the whole family, as evidenced by the more streamlined environment, brighter pop colors, and decreased textures—but with the ice cream still prominently placed in the center. More kid-friendly flavors were added to this collection. Using kid-friendly lettering and drawings that interact with the ice cream photography, colorful foothills take the design language one step further by creating additional layers.
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