Rethink created this vibrant branding and packaging for “Not Vanilla” a full-fledged campaign designed to draw tourists to visit Ottawa, Canada.
“This beautifully designed ice cream packaging is actually not for ice cream at all.
The 360 design helped to change the minds of Canadians who mistakenly viewed Ottawa as a vanilla place to visit.”
“In order to break through the noise of traditional tourism advertising, Ottawa needed to do something different. So, they took their greatest weakness – a misperception of being vanilla – and turned it around. Launching Not Vanilla, in all appearances an authentic new ice cream brand, complete with logo, package design, shop design, and instagram.
he design focused on the idea of discovery that is inherent to travel. The packaging paralleled the experience of visiting Ottawa, with a stripped down exterior to reflect the perception of Ottawa as bland and straight, contrasted by the vibrant and modern interior to reflect the many unconventional and exciting experiences Ottawa actually has to offer. The tactile experience of opening the box mirrored the pleasant surprise of visiting Ottawa and discovering these experiences first hand.”
