Carter Wong rejuvenates Cornetto
Design consultancy Carter Wong has rebranded Unilever's Cornetto ice cream, as part of the brand's strategy to reposition itself in the market, giving it a more youthful appeal.
Carter Wong, which also designed Unilever's Heartbrand heart logo for all their ice cream businesses back in 1996, was commissioned to redesign Cornetto to make it more appealing to the younger, 15-25-year-old consumer.
The original logo had been tweaked over the years, but it was felt that it was now looking rather tired and neglected (see previous design below), according to Carter Wong creative director Phil Carter.
The old Cornetto identity
The new marque emerged from the simple idea of creating a logo in the conical shape of the product itself. It now runs vertically up the ice cream cone, thus "owning the cone", as Carter points out. "The new packaging has much stronger standout now, as the logo is so graphic, no matter how the cones sit in their individual freezer baskets."
The logo was hand-drawn, undergoing numerous iterations, and morphs two typestyles (see below sketches) to create the final version. Carter worked closely with designer Martyn Garrod and master typographer Geoff Halpin on the eventual design.
Below, a few additional iterations of the conical idea
The brief was very far reaching, going beyond the logo and taking into account every application for the new identity, from global packaging to POS and events. The below branded illustration by Billie Jean, for example, will run across all collateral at a summer music festival Cornetto is running with MTV in Italy this year.
In addition, the consultancy designed numerous other elements, such as a variety of little graphic icons based around the cone shape (see below) that can be applied to different packaging and other collateral as and when is required in the future.
Carter also created a hand-drawn secondary typeface to accompany the logotype - "it took me an eternity to render, as Unilever being a global brand, I had to draw every language including cyrillic, for instance, but it was well worth it," says Carter. The bespoke typeface was also used on its own on cones in multi-packs of Cornetto, giving them a distinctive look and therefore discouraging retailers from selling them individually - a neat design solution to a pesky problem.
The type-only design for cones sold in multi-packs (above), and sample of the secondary hand-drawn typeface (below)
Overall, the new brand identity aims to emphasise Cornetto as a family of products, and highlight the global reach of the brand - the idea being that the graphic nature of the word mark avoids language issues, says Carter. The complete rebrand will be rolled out throughout the year, and Carter Wong is already working on packaging for 2014...
The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital
Buy your copy here.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.
I really like the new typography used. The letter forms all flow very nicely to form an attractive logo. I think creating the logo in a conical shape works really well too and also helps to add an additional meaning to the identity.
Want anything from the shop?
Love Hott Fuzz
Makes me want an ice cream. Shame its 3 degrees outside.
This looks fantastic. I'm loving the bold packaging and craft in the new logo. I've seen loads of great work from Carter Wong recently and am looking forward to more!
Conegratulations on a great job CW!
Oh come on, someone had to say it.
I was thinking of a different shop
Reminds me a little bit of a grafitto, because of the intricate aesthetics
CR if you ban the phrase ‘reminds me a little bit of’ from the blog I will send a box of ice-cream to the office
@johnjohn: As Im no native speaker, my Englisch cant be perfect. But Im definitely willing to improve ... any suggestions for a more appropriate term/phrase?
|Björk's Vulnicura album artwork|
|Artist INSA makes his latest animated gif... from space|
|Vital Arts transforms Royal London Children's Hospital|
|Designing for The Grand Budapest Hotel|
|Jean Jullien: Life Drawing, an interview|