Reposition Cornetto globally to target a more youthful audience without alienating the current consumer. Move the product away from the occasional season-led treat purchase into the impulse snacking space. Using the iconic cone shape of the product to influence the logo redesign making the brand more ownable. Taking inspiration from snacking and confectionery, we ran the new logo vertically down the packaging to ‘own the cone’. This created maximum stand-out within the freezer isle. This design was rolled out across 320 SKUs worldwide, including Cornetto’s core and premium ranges as well as limited editions flavours. Cornetto became one of the top three global ice cream brands in 2016-17, with global sales over $1.5 Billion. (Forbes 2016)