Project Scope: Brand Strategy, Brand Identity, Packaging Design & Communication Collaterals

Date: July 2019

Sector: Food and Beverage

NOTO ICE CREAMS

BRIEF: The Noto duo, Ashni and Varun, launched a much-needed new range of ice cream flavours that were as healthy as delicious. Since most people believe low calorie or diet food is inferior to the real deal, (not true for Noto’s ice creams,) the challenge was to make their product look as delectable as possible. 

APPROACH: I worked on this project while at Studio Glyph. The objective was to build a brand language that pushed the boundaries of perception of healthy foods within the consumer’s minds. 

We started with the nomenclature, tagline and also developed their Identity and packaging for their six different flavours using rich colours and Icons to convey the main aspects of the products.

To project the “healthy + tasty” characteristics of their products, we used rich colours for the flavours and icons thus conveying a sense of palatable freshness. For such a colourful range of products, keeping the logo in black helped retain the attention to the brand name. 

The tagline - ice cream that loves you back - played a key role in hinting at the healthy aspect of the product. Hence it was decided that the tagline would be used with the logo at all times. We also created a curved logo and tagline for their tub packaging.

We designed icons to depict their ingredients and product characteristics transparently so that the consumers knew exactly what the ice cream contained. Six different flavours were designed: Spicy Pink Guava, Mocha Choco Chip, Mangoes and Cream, French Vanilla, and Dark Chocolate