FRU:DOZA is a niche brand in the portfolio of a large ice cream producer “Morozproduct”. Being famous for its innovative approach, the brand is popular with Gen Zers who love its trendy offerings. For example, last year the national market saw the release of the protein ice cream FRU:DOZA PROTEIN. This summer FRU:DOZA has undertaken a collaboration with a famous digital product – Yandex Plus subscription to Music, Books and Movies online.
The new release is 3 creamy popsicles in bright glaze: with strawberry pieces in lavender shell, with pineapple pieces in kiwi shell, with kiwi and gooseberry in strawberry shell. Besides the new ice cream, one can try a Yandex Plus subscription – by scanning the QR-code on the package, new users get 60 days of free access!
In terms of design, the packaging had to accommodate a lot: to combine 2 logos, illustrate double flavors and the subscription services, showcase brand elements of Music, Books and Movies, as well as a QR-code to the landing with a promotional offer.
The solution came along with playful heroes as subscription users: they are reading an e-book, listening to music or watching a movie. Although fruit and berries are usually depicted vivid and colorful, we chose a different track. Minimalist illustrations in trendy monochrome serve to create a neater laconic look. The ice cream flavors are communicated by means of characters and through the primary color of the packaging, it references the fruit glaze. Red for strawberry shell, lilac for lavender, green for kiwi.
CREDIT
- Agency/Creative: Brama Branding
- Article Title: Co-Branded Ice Cream Package Design: FRU:DOZA & Yandex Plus
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Belarus
- Agency/Creative City: Minsk
- Market Region: Europe
- Project Deliverables: Character Design, Packaging Design
- Format: Flow-Pack
- Industry: Food/Beverage
- Keywords: ice cream icecream frudoza belarus
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Credits:
Producer: Morozproduct
Morozproduct Deputy General Director for Marketing: Elena Kameisha
Morozproduct Marketing Manager: Yulia Gordeychik
Yandex Marketing Manager: Anna Laptakova
Yandex Marketing Manager: Evgeniy Miloserdny
Art Director, Creative Director: Vitali Dzehtsiarou
Art Director: Sofia Suvorova
Creative Director: Ina Nasovich
