The client wanted the design to stand out in an ice-cream dominated shelf. Thing is, he was not going to sell ice-cream, but fresh frozen super fruits. His target audience? Women interested in healthy food and a solid lifestyle.
We had to design a range of three products and had to come up with a brand identity, including a name and logo. For technical reasons both shape and size of the packaging was set: the fruit had to be packaged in a similar cup that most ice-cream brands us. Our challenge was to develop a brand story and a design that would help consumers understand that this product was all about fresh frozen superberries and not about ice-cream.”
To stand out we opted for a design conveying the true identity of our client. As he is an entrepreneur travelling the world to find his little fruity gems, he is literally pointing the way to his wonderful berries. Together we came up with Inukshuk as the brand name. Inukshuk are monuments made of unworked stones that are used for communication and survival. The traditional meaning is “someone was here” or “you are on the right path”. This symbolized what we wanted to get across with this brand. We built on this and designed other symbols related to navigation and the journeys made to locate the berries. For the outercase we designed a treasure box.