Anoor Ice Cream Mousse by Ion Avram

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DESIGN DETAILS
DESIGN NAME:
Anoor

PRIMARY FUNCTION:
Ice Cream Mousse

INSPIRATION:
Recent research shows that this type of ice cream is mainly targeted at young, highly educated women, frequent travelers, experimenting with new places and products. The main idea was to celebrate the diversity of urban, cosmopolitan women and link it to positive emotional states and to flavors. The results of the research were translated into a cube shaped packaging. This design contrasts with most ice cream packages and has the potential to stand out from the competition.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Cardboard was used instead of plastic because it is a natural, ecological material and it inspires trust. The design is minimalist, it brings a human touch, which differentiates it from similar products. The pastel colors suggest freshness and coolness. The cube shaped box links it to an ice cube, and turns it into a cool product. Each packaging displays the name of the flavor with a creative twist: Peanuts when I am dreamy, chocolate when I am happy, and raspberries when I am childish.

OPERATION / FLOW / INTERACTION:
The design triggers smiles. Women who eat ice cream can easily identify with each illustrated character. The box is fashionable and inspires consumers to use it in pictures.

PROJECT DURATION AND LOCATION:
The projects started in January 2019 in Bucharest and ended in February 2019 in Bucharest.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
This type of cardboard box is called a T-box. A food-friendly double-coated cardboard was used, fit for storing at -40 degrees Centigrade. The design exhibits simple features, and the pastel colors are inspired by the colors of the ingredients. It speaks of freshness and it takes distance from other similar, heavily adorned products.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 80 mm x Depth 80 mm x Height 80 mm

TAGS:
Anoor, ice cream mousse, ice cream packaging, happy, childish, dreamy, cube

RESEARCH ABSTRACT:
The research was both desktop research and fieldwork testing. The ice cream buy is an impulse-type buy so it tends to be driven by emotions. The objective of the research was to identify a new format for the box and a new serving size. The sample population included 20 persons, 90% of them women, aged 20-35 years, highly educated, income above average. Data collection was focused on items, lines, colors and messages that are perceived by the sample population as premium and personalized. Results show that different sizes and formats of packaging, together with messages and colors are the main criteria in the selection process.

CHALLENGE:
This type of cardboard is typically used in catering, for warm food products. This challenged the designer to find and use a double coated cardboard, to keep the packaging dry. The client also had to test the cardboard box filled with ice cream at temperatures between -40 and -20, to check whether the box alters in any way, because paper is a living thing. It is a mechanically formed box, so the designer made sure it closed perfectly. This took making very small size alterations.

ADDED DATE:
2019-03-07 18:15:39

TEAM MEMBERS (1) :


IMAGE CREDITS:
Image #1: Designer Ion Avram, Dear Brand, 2019
Image #2: Designer Ion Avram, Dear Brand, 2019
Image #3: Designer Ion Avram, Dear Brand, 2019
Image #4: Designer Ion Avram, Dear Brand, 2019
Image #5: Designer Ion Avram, Dear Brand, 2019

Visit the following page to learn more: http://bit.ly/2G9DDTI
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CLIENT/STUDIO/BRAND DETAILS
NAME:
GELATO CITY

PROFILE:
The client is a start-up in gelato market, with presence in hospitality business and ice-cream bars for private and corporate events. Following few years of market research, the client identified a lack of artisanal products presence in hypermarket chains and a market trend indicating a more focused approach to quality of food products, thus decided to tackle this segment. Product development revolved around various categories of products, from soft ice to mousse and other ice cream related products, until the final product was perfected and selected for launching. The name was selected to be universal, with no specific relation to Romanian language and searched for to be slightly exotic and not an existing word, that could be indicating the product category. The tone of the brand is soft, wavy and through relation with clouds, it is set to produce emotions – creativity, inspiration. The positioning of the brand was set to be niched and to be different, the brand name being selected to purposely not indicate directly ice cream product and stand out through clean, short, punchy and easy to be remembered.

NOMINATION DETAILS

Anoor Ice Cream Mousse by Ion Avram is a Nominee in Packaging Design Category.

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AWARD DETAILS

Anoor Ice Cream Mousse by Ion Avram is Winner in Packaging Design Category, 2018 - 2019.



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