Turner Duckworth Refreshes Reese’s Ice Cream Packaging Line

Turner Duckworth Refreshes Reese’s Ice Cream Packaging Line

In partnership with Reese’s design staff, Turner Duckworth refreshed the model’s packaging system for the ice cream line. The new, playful packaging system leans into the model’s well-known confidence by way of daring sample play, a stark orange background, and drool-worthy meals imagery that captures the delectable second of the primary moments that ice cream begins to soften. The new aesthetic higher represents the Reese’s model and honing in on the product story for the ice cream line.

Turner Duckworth, the worldwide design agency with workplaces within the U.S. and U.Okay., not too long ago partnered with Reese’s, the primary confection model in America and their associate, Unilever Ice Cream to refresh and create a brand new packaging system for the Reese’s Ice Cream product line. 

While the Reese’s model has lengthy been synonymous with its iconic Peanut Butter Cups, shoppers did not readily affiliate the model with frozen treats, so there was a chance to essentially lean into the energy of the Reese’s model’s playful character and fascinating off-pack world.


The undertaking took a twin strategy; refreshing the packaging and bettering the product to ship a tempting, irresistible deal with for shoppers. The ensuing packaging design bursts with the Reese’s model’s iconic confidence, paving the way in which for off-pack enlargement and broader client engagement.

To obtain this, Turner Duckworth harnessed the model’s extremely distinctive options in imaginative new methods. An ingenious commentary from the inventive company remodeled the model’s signature Peanut Butter Cup and its ridges right into a luscious cascade of dripping, melting, Reese’s Ice Cream. The imaginative sample not solely feels unmistakably Reese’s, however introduces an air of storytelling, emotion, and leisure to the vary.


Adding to the visible feast, Turner Duckworth playfully composed stacked meals imagery to seize the scrumptious second as Ice Cream begins to drip. They launched a tantalizing new typeface impressed by the product’s gooey consistency, and a richer, extra delectable coloration palette—together with a mouth-watering ‘peanut butter’ hue—to maximise urge for food enchantment.

“The robust partnership and collaboration with Unilever and Turner Duckworth had been instrumental to the result of those designs. Turner Duckworth’s deep understanding of the Reese’s model iconography, mixed with Unilever’s steerage on how that will be finest translated within the ice cream class, enabled a shared imaginative and prescient of what success seems like proper from the beginning.” Ernie Savo, Senior Director, Global Licensing & Business Development, The Hershey Company

The outcome? Turner Duckworth created a fascinating, shoppable packaging system that transcends the pack, immersing prospects in a world of mouth-watering indulgence by way of an irresistible new aesthetic.



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