Global repositioning sparks Cornetto rebrand

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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.”

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