Cornetto Summer Emotions

Scenario: Naples, 1959. Cornetto, today a world-famous ice-cream sold in Italy under Unilever's Algida brand, appears. The line has expanded during the years through several mouth-watering versions.

Mission: Develop on-pack communication of the limited editions "Cornetto Summer Emotions 2023" - Desire, Freedom, Joy – words describing summer emotions and chef-designed taste experiences, available at three different periods.

Target audience: Young people open to flavoursome adventures.

Solution: Graphic design explores the "language" of the fashion world to convey a premium image. Branding is minimal. The Cornetto brand, scaled down, plays its role to achieve perfect balance. A frame highlights the on-shelf product. The innovative quality of the finish stands out among other supermarket ice-cream offerings.

The packaging of Desire reflects the beginning of the season, the longing for summer: a clear, bright, dreamy background. An inviting cherry red highlights the texts.

The graphics of Freedom evoke the brightness̀ of the promotion months with warm, enveloping pearl tones. An elegant Persian green is used for the logo, outline and variant name.

The packaging of Joy uses ochre hue against a background of colour graduations, representing the evolving final days of summer.

Bold and distinctive, the design departs from Cornetto’s traditional communication and the segment.