Craig’s Ice Cream came to us with a challenge: Create packaging for their new line of cashew-cream-based vegan ice cream that didn’t look like every other healthy snack on the market. In fact, it should only be upon second glance that customers see this is more than just your average ice cream pint.
We went through multiple rounds of creative in order to find the right balance of vintage, and modern tastes.
We started to play a little bit with a color mark, and leaned more into an elevated aesthetic.
We knew from visiting Craig’s restaurant in West Hollywood, CA that he liked two things: Classic Hollywood Glam, and for each of his customers to feel like VIPs. So we set out to design something that felt elevated, glamorous, and special. Our goal was to design something that felt just as comfortable in Martha Stewart’s freezer as it does in your next door neighbor’s freezer.
We loved the minimal design on this version, but felt we had lost too much of the 1940’s inspiration.
We took inspiration from the ribbon wraps used on deli foods in the 1940’s.
After multiple rounds of feedback from our client, we landed on a design that strikes the perfect balance of Old Hollywood and modern packaging design. It has personality, but does not scream to be heard.
Here is the family all together.