FOR THE LOVE OF ICE CREAM

18TH ST CREAMERY | BRAND CREATION: IDENTITY, NAMING, PACKAGE DESIGN

The largest ice cream maker in the world is uncompromisingly committed to making the best product. Yet, they didn’t have a premium brand to call their own.

LAUNCH A NEW BRAND

Target: The Millenial Male; Nothing can be substituted to satisfy his craving for ice cream; tired of the same old; continually seeks new experiences and adventure. So began our adventure to launch a new premium brand for Wells Dairy.

We started with our signature Brand Manifesto™ process to develop design platforms and brand names. When visual language groups evolved we created a prototype package and applied our favored names. These went to qualitative testing.

QUALITATIVE RESEARCH

Two different visual language platforms rose to the top in qualitative research. Further design development targeted a range of design and brand names between the two.