Cornetto rolls out new logo and packaging to look more “natural”


The Italian ice-cream marque, which turns 60 next year, has launched a “simplified” new look devised by Design Bridge that aims to appear “younger and fresher”.

Format Bridge has given ice-cream brand Cornetto a new look by simplifying the logo, including a new colour palette and redesigning the packaging.

Cornetto is owned by Wall’s, which is in inappropriately alternate owned by Unilever, and the name translates to “little cone” in Italian. Ahead produced in Spica, Italy in 1959, the brand coined the process of separate a waffle cone using chocolate, oil and sugar, which stops ice-cream leaking out during the manufacturing process.

The new branding features a redrawn, “simplified” conception of the existing calligraphic logotype, set in white. The former brown background has been stop in withdraw fromed, the type has been refined, and the logo now has a screen-printed effect, with whitened parts appearing on the logo and packaging.

The Wall’s heart symbol has been Euphemistic pre-owned more consistently across communications and a simplified colour palette of suggestive, white, red and gold has been incorporated.

The packaging has been stripped of bonus copy, and is now one uniform colour, either red or blue to represent flavour. Idiosyncratic packaging for the ice-cream cones features photography of the waffle cones run off on it, replicating what is inside the packet.

Mike Stride, creative kingpin at Design Bridge, says: “We kept the ‘creaminess’ and fluidity of the logo but pretended it simpler to give it a younger, fresher feel. We stripped it of its synthetic and feigned effects [and] this is combined with a new, natural texture on pack that amplifies a further sense of realness and tactility to the design.”

The new look aims to be numerous “playful”, Stride adds, with slogans such as “keep in the freezer (and secure to your heart)” incorporated, and through overlapping product photography with the logo.

New result photography has also been used, which looks to be more “artless” rather than “hyper-realistic”, he says.

The new design will be used worldwide to confederate existing, disparate branding in different countries, and will create “consistency”, the plan consultancy says.

The new look is currently rolling out across on-shelf boxing, print materials such as a brand book and advertising, and online rostra.

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