Beckon Ice Cream Redesign Proves Lactose-Free Can Be For All
by Shawn Binder on 06/10/2020 | 2 Minute Read
The three color system that Beckon ice cream utilizes is aesthetically pleasing to the eye. Featuring an image of a hefty scoop of each flavor, the rest of the design allows typography to take center-stage. The circular design that denotes each flavor is the perfect cherry on top the sundae of this redesign.
How do we upend the stigma of lactose-free foods? The big idea - Ice cream for all.
Our goal was not to introduce a lactose- free ice cream, rather launch a damn good premium ice cream that happened to be lactose-free. We rebranded Beckon to launch in June 2018. Three months post-launch we were authorized for a nationwide launch in Whole Foods Market, taking us from one region to all.
Packaging was cited as a pro. Sales between FY 2018 and FY 2019 grew 200% in the Northeast WFM region, where we initially launched. We added +700 doors in 2019 and will add +600 in 2020
- Creative Director: Fred Hart
- Designer: Bridget Richardson
- Client: Beckon Ice Cream
Packaging & Dielines 2: A Free Resource