Algida Turkey entrusted 1HQ Amsterdam to design three new packs, helping to promote their first new ice-cream format in years – a rose shaped Cornetto ice-cream.

Innovative technology meant a completely new shape could be achieved for the much-loved Cornetto ice-cream. Building on the commercial success of previous limited-edition formats, Cornetto Turkey identified Love as a core cultural trend that would resonate well with local consumers.

Within the Turkish market, the rose symbolises love in its purest form. Cornetto Turkey and 1HQ Amsterdam explored a design approach that would clearly communicate three special moments of feeling or falling in love: First Love (the past), Summer Love (the present) and Soulmates Love (forever).

The brief requested that 1HQ Amsterdam clearly translate these three different time phases within the creative. To facilitate this request, 1HQ Amsterdam created a subtle yet clever use of graphic elements in patterns and shapes, along with clear colour differentiation. A bold heart-shaped holding device for the variant’s name created design unity for the trilogy.

Working closely with Cornetto Turkey to understand the market, 1HQ Amsterdam used local nuances to guarantee each variant would stand out in the freezer. Capitalising on indulgence and flavour cues, 1HQ pushed the designs to ‘wrap’ around their corresponding themes to maintain commercial value and modernity.

“As the brand of love, we launched 3 beautiful rose shaped ice-creams this year, each resembling unique and remarkable moments of love. 1HQ Amsterdam brought to life exactly what we imagined for this highly anticipated launch; the distinctive moments of falling or being in love come alive through a beautiful blend of indulgent ingredients and colours.” – Revna Tever – Cornetto & Kids Brand Manager, Algida Turkey

1HQ ensured that the design and language translated successfully for the Turkish market, capturing the essence of the brief and Cornetto brand, but also celebrating universal Love.