Armenian design firm Backbone Branding creates some of our favorite packaging design and their latest for Ani dairy products new line of butter-based ice creams, I Love Eskim♥, is another fabulous example.
I Love Eskim♥ Packaging
Nine single ice cream bars, each packaged with a different stylized illustration of a well-known, cultural personality, adds an infotainment element to the frozen treat.
According to the firm they were challenged to find a new way to present this popular product. Aiming to educate, especially the younger generation of ice cream lovers, they landed on an educational approach. One that would introduce iconic figures who’ve brought significant changes to our culture from The Arts, Sciences, Entertainment, Technology and Industry to the consumer.
“We wanted to make the packaging of these products a study board, which would introduce them to the works of these remarkable individuals with which they interact permanently in one or another way and make them choose these characters as their heroes.”- Backbone Branding
They chose 9 different personalities that encompass science, art, cinema and technology, giving the consumer a choice to pick the hero that resonates with them.
They decided to use a stylized, graphic design approach as opposed to a photo-realistic rendering to avoid making the customer feel like they were eating packaged people. After all, taste appeal is key when it comes to package design for food.
Using a minimalist, featureless approach, they telegraphed the characters by using recognizable characteristics such as a hairstyle, eyeglasses, article of clothing or facial hair. The ice cream bar’s stick serves as the neck which bears an accessory or clothing that also helps identify them.
Should these hints escape the consumer, their names are printed on the packaging so if someone were intrigued they could learn more about these prominent figures.
On the front of the packaging printed type resembling handwritten text translates to “You love a good Eskim♥ too, right?” It’s an attempt at having the cultural icon communicate with the customer in the local language.
The logo and the text were made black for legibility and the white matte background expresses freshness and coolness as well as provides a background on which the character illustrations can be emphasized.
Agency: Backbone Branding
Brand Strategist: Lusie Grigoryan
Creative Director: Stepan Azaryan
Illustrator & Designer: Elina Barseghyan
Graphic Designer: Ashot Hayrapetyan
Animator: Sahak Zarbabyan
Photos by: Backbone Branding – Suren Manvelyan
Project Type: Produced
Client: Ani Product
Product Launch Location: Global
Packaging Contents: Ice-Cream
Packaging Substrate / Materials: BOPP White
Printing Process: Flexography