CONGELADO is a brand of natural Mexican ice cream with exotic flavor combinations designed to delight and inspire new experiences. The product is made from a blend of various fruits, sometimes with spices, making the dessert spicier, more memorable, and more distinctive. It also contains virtually no sugar, making it a healthy choice. The brand’s character is a combination of colour, energy and friendliness, with Mexican culture, human curiosity and the quality of the product as its core values.
The packaging design features funny characters: Mexican ice cream bandits with recognizable mustaches and distinctive hats, a nod to the country’s culture. The characters carry their own special revolvers, which fire not standard bullets but various fruits and spices, also reflected in the packaging design. There are six bandits in total, each representing two different flavor lines. Victorian wanted posters served as a metaphor for the typography, as it suits the characters.
CONGELADO brand packaging uses a bright and contrasting color palette (orange, yellow, purple, pink, green, and blue colors) to evoke the vibrant, colorful, and hot climate of Mexico and to convey the diverse, juicy, fruity flavors of the ice cream itself.
The two most common ice cream packaging formats were chosen: containers and flow-packs. A specially designed CONGELADO branded display stand was also created, shaped like a cactus, a plant often associated with Mexico. The top of the cactus is topped with a hat, and three characters stand on the bottom shelf.