Carte D’Or is a leading brand in the ice-cream in tubs segment in Italy with a large portfolio representing 25 million plastic packaging items per year (= 1200 tons of this material). In 2021, the brand converted the packaging of the Carte D’Or Affogati line from plastic to 100% compostable and recyclable paper.

The brief requested a restyling of the range, while maintaining its recognizability. The qualities of the product (flavour, creaminess, softness) had to be communicated in this transition from a transparent to an opaque container, as well the sustainability of the new pack. The target consumers are adults open to experimenting with new tastes, as well as new consumers, who are aware of environmental issues.

The new graphics are inspired by the transparency of the earlier plastic container. The realistic image of the ice-cream offers the “perception” of seeing the tasty content. A white band communicates the product information and the “green seal” declares the compostable character of the packaging.

The lid of the tray features a transparent window in compostable ecofilm, with an elegantly irregular die-cut, which allows you to observe the actual contents. Here, the graphics emphasize the appetizing ice-cream with the representation of a tempting portion.

The new pack of the Carte D’Or Affogati line is compostable and recyclable, as it is made of PEFC certified paper (produced with raw material from sustainably managed forests and controlled sources), coupled with a layer of PLA (polylactic acid, i.e. bioplastic obtained from corn waste) which makes it waterproof and, therefore, highly suitable for ice-cream. The tray can thus have a “double end-of-life” because it can be either recycled into paper, entering the classic recovery cycle of various Italian municipalities for this material, or disposed of in organic waste, arriving at industrial composting sites to return to the Earth as humus (according to the rules applied by the consumer’s municipality of residence). The ecofilm of the window can be disposed of in the organic waste bin.

In addition to the eco-technological innovation of the container-tray, the graphic design of the new packaging of Carte D’Or Affogati combines a series of sophisticated visual stimuli not indifferent to a mass market product, which capture the attention in the refrigerated counter, refreshing the language of its range and the segment of variegated ice cream in tubs.