We Love The Way This Brand Utilizes Paper Cutout Illustration and Photography

by Natalie Mouradian on 10/17/2019 | 2 Minute Read

We love the way New Zealand-based agency Unordinary incorporated paper cutout illustration and photography to create this unique take on ice cream packaging.

Editorial photograph

CONCEPT

Our first point of exploration was to look at abstract artists of the modern era who embraced colour and simple motifs. This brought us to Wassily Kandinsky’s 1913 painting “Farbstudie Quadrate”. With its eclectic use of colour and organic shapes we believed this was the perfect starting point for a contemporary reinterpretation of ice-cream.

We embraced the circular forms in our own way and used these as the building blocks for the packaging that then became versatile devices across wider brand touchpoints as well.

Editorial photograph

EXECUTION

Retaining the current logo, we set about enveloping it in a rich, wider brand signature.

Our first point of call was colour. We developed a playful, bright palette of organic nested circles. Drawing hues from ice-cream flavours, the colour combinations have a physical effect on the eye that creates an ‘edible’ visual sensation.

Editorial photograph
Editorial photograph

These colourful, circular devices were applied to the various flavours. On shelf this creates a visually arresting effect – a wall of vibrant circles appears much like the original Kandinsky painting, especially when the array of different flavours all sit together.

The iconic and simple ‘scoop’ was the natural choice for ice cream photography, with each scoop creating a focal point within the complementary organic forms.

We then expanded this versatile graphic device across multiple touchpoints, activating the brand in delightful and engaging ways.

Editorial photograph
Editorial photograph

The final result has been a triple scoop: a brand that speaks to a younger demographic with a visually powerful look; is consistently yet imaginatively applied across multiple touchpoints; and expresses the joy of eating ice cream in a delightfully simple and sensory way.

Editorial photograph
Editorial photograph

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