Design Bridge are pleased to share details of the new global visual identity and packaging designs they have created for Cornetto, the iconic Unilever ice cream brand. The new designs have been created to bring a consistent and up-to-date expression of the brand’s personality across all markets for the first time, while staying true to what people have always loved about Cornetto.
Claire Robertshaw, Executive Creative Director from Design Bridge commented, “The current Cornetto brand was being executed by local teams in individual markets, which resulted in inconsistencies in how the brand looked and felt around the world. It also felt outmoded with its young target audience and the way the world of food has moved on. Our challenge was to create the first global visual identity for Cornetto to express the brand’s unique personality in a coherent and distinctive way that also felt relevant and engaging to consumers.”
Design Bridge developed the creative idea ‘Making the Moment’ to underpin the design, inspired by the Cornetto moments that bring people together over their favourite ice cream. It’s an idea linked to Cornetto’s roots as the original makers of creamy ice cream in a crunchy waffle cone, and inspiring spontaneous, lovestruck moments. The team captured the ‘Making the moment’ idea and brand personality in an ‘Incredibly edible brand book’ that vividly embodies Cornetto’s playful personality before bringing it to life through the new visual identity and packaging designs.
