DIELINE AWARD WINNERS REVEALED

Bulla's New Packaging System Will Melt Your Heart

by Chloe Gordon on 03/10/2022 | 2 Minute Read

Bula's creamy and decadent packaging system beautifully reflects the product that lies within. Designed by The Thrills, the updated packaging showcases the cherished Australian ice cream company through a rich historical lens. Plus, the photography style on the front of each packaging praises the mouth-watering tastes while the logo steadily anchors the design.


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For over 100 years, Bulla has been one of Australia’s most beloved ice cream brands. To compete in a market where premium brands were gaining popularity, Bulla wanted to launch their own premium ice cream range. And for that, they needed a credible new offering and a compelling new identity.

The insight You can’t beat ice cream from an ice creamery. On craftsmanship, creaminess, flavour and that local feeling. But very few brands actually make their ice cream in a traditional ice creamery today. And that’s what sets Bulla’s story apart. The idea Our Murray St Ice Creamery branding was fully influenced by Bulla’s rich history surrounding their ice creamery and factory on Murray St in Colac.

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Defined by a range of indulgent flavours and smaller formats, it became a crafted and premium offer to further extend the Bulla brand. To highlight the fact that Murray St is made with real Bulla Cream, we connected the design to Bulla Cream’s well-known visual aesthetic. Paired back with a refreshing amount of breathing space, the packaging heroes the pure and high-quality nature of the ingredients within. All our design decisions were inspired by the idea of an ice creamery.

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From choosing fonts to creating colour palettes, we tapped into classic dairy semiotics and reinterpreted them in a fresh and contemporary way. We landed on a photography style that could celebrate the mouth-watering flavour combinations, like hazelnut and fudge swirl, in a way that felt perfectly imperfect. This allowed us to drive desire and dial up appetite appeal for the award-winning ice cream and let the premium ingredients and ice creamery quality shine. The story of Murray St, later brought to life in beautiful TVCs, played a key role in establishing a sense of provenance for the brand. The logo itself uses subtle cues of a street sign to anchor the brand in its home in Colac.

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