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The Sundae Cone, Nestlé Drumstick, Releases Its New Packaging Redesign


Just as a result of summer time is over doesn’t suggest we have now to cease consuming ice cream. Chase Design Group simply introduced its rebrand for beloved ice cream model Drumstick. The new look retains the blue background recognizable, however the brand new design implements flavor-inspired illustrations, contemporary copywriting mentioning scrumptious attributes, and new imagery. The rebrand displays the ice cream’s daring flavors and continues to distinguish the model from its opponents.


Since 1928, consuming a Nestlé® Drumstick® sundae cone has been an journey involving a mess of senses. From the crunchy sound of the peanuts to the creamy vanilla, and right down to the chocolatey nugget, it’s actually “America’s Favorite Sundae Cone.” When opponents, together with many non-public labels, began imitating the lineup and visible model cues, making a homogenous sea of blue at shelf, it was time to revamp all the portfolio. 

The model workforce at Dreyer’s Grand Ice Cream decided that they wanted to refresh the model, carry its values and persona to life, drive differentiation, and faucet into the sturdy emotional connection customers have with the model. They known as on artistic company, Chase Design Group, to work with them on this icon within the ice cream class and chief within the $3.6 billion all-family snack class. 

“We seemed for tactics to interrupt by the ocean of blue by strengthening the property the model may personal and specializing in its values: adventurous, authentic and energetic,” says Melinda Turner, senior account director, Chase Design Group. Unique sample illustrations, personalized for every taste/texture/coating, assist spotlight the adventurous consuming expertise. The iconic brand was maintained however positioned in an upward angle on the bundle to carry extra vitality to the model. Vibrant product pictures, extra genuine to the product expertise and secondary typography had been designed to strengthen the bolder look and improve urge for food enchantment. 

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“While the blue background shade was a important a part of the Drumstick model and class cue, we moved past to distinguish it with pictures, texture, patterns, and intelligent copywriting that defines the distinctive points of the consuming expertise,” says Jon Arriaza, senior design director, Chase Design Group. To additional distinguish the assorted flavors, colourful, daring, easy repeat patterns that spotlight the brand new cone illustrations had been developed for the inside wraps. “The new model design system was then utilized throughout the spectrum together with merchandising and digital property leading to a enjoyable, playful expertise from shelf to consumption,” he provides.

“Thanks to the redesign, our packaging now displays a bolder persona that differentiates us from opponents and will probably be carried by on future improvements,” says Elmer Gonzalez, Brand Manager, Dreyer’s Grand Ice Cream.

All 23 skus are rolling out to main supermarkets and groceries nationally.

Editorial photograph

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