THE CHALLENGE
As a top 10 Unilever ice cream brand, Solero boasted a loyal following despite limited innovation over three decades. However, the refreshment category was heating up, and trendy new players in the freezer were stealing attention.
Solero needed to recapture the spotlight and remind consumers why it is the perfect choice for a taste of sunshine.
As a top 10 Unilever ice cream brand, Solero boasted a loyal following despite limited innovation over three decades. However, the refreshment category was heating up, and trendy new players in the freezer were stealing attention.
Solero needed to recapture the spotlight and remind consumers why it is the perfect choice for a taste of sunshine.
THE INSIGHT
We started from the product.
What has always made Solero unique is the contrast between creamy smoothness and tangy fruit.
Just like in the contrasts of summer: golden sun and cooling shade; the warmth of the sand and the freshness of the sea; lazy days and effervescent nights.
We started from the product.
What has always made Solero unique is the contrast between creamy smoothness and tangy fruit.
Just like in the contrasts of summer: golden sun and cooling shade; the warmth of the sand and the freshness of the sea; lazy days and effervescent nights.
It’s this tension that lifts us out of the everyday and transports us into paradise.
THE IDEA
Delight in contrasts.
The first bite expands into Solero’s new unmistakable pattern: the Swirl, transforming the product’s unique duality into a bold and distinctive asset. Pure escapism for the senses.
At the heart of the system is a perfectly composed bouquet of soft cream and refreshing fruit, with the stick at its core, inviting you to surrender to temptation and immerse yourself in your own version of paradise.
As Solero expands its flavours, the hummingbird moves across paradises, drawn by nectar in pursuit of pure pleasure.
The wordmark retains its recognisability, while the grungy feel of the past is replaced with a softer touch.
The creamy variations and ligatures of the new typeface take on a life of their own, transforming every touchpoint into a fluid expression of contrast.
Delight in contrasts.
The first bite expands into Solero’s new unmistakable pattern: the Swirl, transforming the product’s unique duality into a bold and distinctive asset. Pure escapism for the senses.
At the heart of the system is a perfectly composed bouquet of soft cream and refreshing fruit, with the stick at its core, inviting you to surrender to temptation and immerse yourself in your own version of paradise.
As Solero expands its flavours, the hummingbird moves across paradises, drawn by nectar in pursuit of pure pleasure.
The wordmark retains its recognisability, while the grungy feel of the past is replaced with a softer touch.
The creamy variations and ligatures of the new typeface take on a life of their own, transforming every touchpoint into a fluid expression of contrast.
IMPACT
The new design system brings Solero’s philosophy of contrasts to life in a future-proof identity, paving the way for more impactful communication and future innovation.
The new design system brings Solero’s philosophy of contrasts to life in a future-proof identity, paving the way for more impactful communication and future innovation.
CREDITS
CLient: THE MAGNUM ICE CREAM COMPANY
Agency: Design bridge and partners
CREATIVE DIRECTOR: FABIO MILITO
STRATEGY DIRECTOR: BIAN JENSEN, ALICIA MITCHELL
DESIGN DIRECTOR: ASHLEIGH LAMBERT
SENIOR DESIGNER: CHRISTINA VOUTETAKI
CLient: THE MAGNUM ICE CREAM COMPANY
Agency: Design bridge and partners
CREATIVE DIRECTOR: FABIO MILITO
STRATEGY DIRECTOR: BIAN JENSEN, ALICIA MITCHELL
DESIGN DIRECTOR: ASHLEIGH LAMBERT
SENIOR DESIGNER: CHRISTINA VOUTETAKI
