Manhattan ice cream
Reinventing the packaging for the Manhattan line of ice cream.
The idea was to introduce the feel of the real Manhattan – a world of galleries, restaurants and vibrant night life – onto the packaging. We started by developing a highly modernistic lettering. By removing the bars in the logotype’s A’s, we made it look truly monumental and so, referenced the famous skyscrapers of New York. The rhythm of Manhattan’s night life is also present in the names of particular flavors, featured in a neon-like font. We also suggested the combination of flavors themselves and came up with the idea of including special-shaped cookies in each container, symbolizing the landmarks of NY such as the Statue of Liberty or the Empire State Building, which emphasize the uniqueness of the product.