Unilever brand Cornetto has engaged London design company Carter Wong to rebrand the ice-cream product.
Created some fifty years ago, Cornetto is looking to change its brand image from a seasonal, out-of-home treat to something that can be enjoyed at home any time of the year. The rebrand aims to reposition the product to the 14-25 year old market, giving the brand a more youthful appeal.
Carter Wong addressed key brand concerns with the redesign taking into account language differences, variable printing capabilities worldwide, and brand recognition. The new look Cornetto provides a journey of textures from crown to tip, with six deeper flutes on the crown and the all-important chocolate tip at the end. The strap-line ‘Enjoy the ride, love the ending’ is another attempt by the brand to reposition itself with a younger target market.
The Cornetto logo has been completely revamped with hand-drawn free-flowing letters, the shaping of the logotype also mimics the shape of the cone, with a large ‘C’ at the top tailing off to the ‘tto’ at the tip. The new logo has also been designed to ‘own the cone’ as it would a chocolate bar to become the main graphic element of the package design.
Alberto Di Leo, global vice president Ice Cream Cornetto & Kids, commented that Carter Wong had created “something truly magical and unique” with the new logo.
New colour coding has also been introduced to the Classic single cone and multi-cone packs. The colour scheme draws on universal conventions: blue for Classic Vanilla, red for Strawberry, brown for Chocolate, and green for Mint and so-on. Cornetto multi-packs have also been given a makeover, with multi-pack cones given a different graphic design to discourage the sale of the cones as individual units. Cornetto’s Enigma range has also been reimagined by Carter Wong with Perspex cone lids revealing their peak of ice-cream at the top. Mix-Mini packs have been introduced to encourage the concept of sharing in response to research that 14-25 year olds commonly snack when they are involved in largely technology-based group activities.
Carter Wong has also created guidelines for point of sale to support the new look. The agency’s creative director, Phil Carter, added: “Second only to the Unilever Heartmarque, the Cornetto is probably the most recognisable ice-cream brand across the world. The commission to redesign and reposition it has been a privilege. Our intimate knowledge of Unilever’s ice cream business and its global/local position gave us invaluable insights into how best to progress the Cornetto re-brand and create something memorable."