FDBusiness.com

Global repositioning sparks Cornetto rebrand

 Breaking News
  • UK Supermarkets are Struggling to Grow The latest grocery market share figures, published by Kantar, show year-on-year supermarket sales were flat during the 12 weeks to 11 August 2019 as the tough comparisons with 2018’s strong summer continue. The memory of last year still looms large for retailers and this summer’s comparatively poor weather, combined with low levels of like-for-like price [...]...
  • Tickets Still Available For 2019 Irish Food & Drink Business Awards Some tickets are still available for the 2019 Irish Food & Drink Business Awards presentation ceremony and gala dinner to be held at the Citywest Hotel in Dublin on the evening of Thursday, 5 September 2019. The winners of the 2019 Awards will be named at the event. The prestigious awards programme, which was first introduced [...]...
  • Nestlé UK Launches New On-trend Flavours Nestlé has introduced two new on-trend flavours to its much-loved Munchies brand in the UK and Ireland. Available in 101g sharing bags, new Munchies Chocolate Fudge Brownie and Munchies Cookie Dough are the first new Munchies products since 1996. The new flavours were created at Nestlé’s confectionery sites in York and Fawdon, Newcastle. Munchies Brand Manager [...]...
  • Dedicated Industry Forums Take on Packaging’s Hottest Topics Experts from major brands, such as Coca-Cola, Ella’s Kitchen and REN Clean Skincare, will take to the stage as part of the dedicated industry forums for the beauty, food and drink sectors at Packaging Innovations and Luxury Packaging London 2019. The show, which returns to Olympia on 11 & 12 September, will tackle the key subjects [...]...
  • Greene King Being Sold For £2.7 Billion CK Asset, which is one of the largest property developers in Hong Kong and an international investment group, has made a recommended £2.7 billion cash offer for Greene King, the UK’s leading integrated brewer and pub retailer operating over 2,700 pubs, restaurants and hotels across England, Wales and Scotland. Including debt, the enterprise value of [...]...

Global repositioning sparks Cornetto rebrand

April 10
09:22 2013

Targeting a younger, 14-25 year-old demographic, London design agency Carter Wong has completed the rebranding of the Unilever-owned Cornetto ice cream range.

Visual changes integral to the rebrand are said to signal and support a range of innovations in the product itself and the product range as part of aglobal repositioning of the Cornetto brand.

Allowing for local variations in taste, language differences, and the variable printing capabilities in different markets, the new look will indicate the single family nature of the Cornetto range for consumers in all parts of the world.

The Cornetto logo itself has been completely redesigned, with the free-flowing, hand-drawn letters referencing the ‘swirl’ of the iconic Unilever Heartmarque, also designed by Carter Wong and featured on every pack.

Dominating the new graphics, the logotype mimics the cone-shape of the product and pack, with a large ‘C’ at the top end, tailing off to the ‘tto’ at the tip described as “more playful and less corporate”.

Other features include new colour-coding, according to flavour, drawing on universal conventions such as blue for Classic Vanilla, red for Strawberry, brown for Chocolate, green for Mint, with the colours linked to precise Pantone references, in order to achieve consistency in every market.

The redesign is carried across the premium Cornetto Enigma range, which display their differing recipes with the aid of clear perspex coned lids.

Carter Wong’s creative director Phil Carter says: “Second only to the Unilever Heartmarque, the Cornetto is probably the most recognisable ice-cream brand across the world: the commission to redesign and reposition it has been a privilege.

“Our intimate knowledge of Unilever’s ice cream business and its global/local position gave us invaluable insights into how best to progress the Cornetto re-brand and create something memorable.”

About Author

colin

colin

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2019Packaging Innovations & Luxury Packaging London 2019
  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements