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Wall’s | Food & Beverage

Cucciolone Redesign

Branding Design


Cucciolone was the first ice cream with a malt biscuit to arrive on the Italian market in 1979 but it is best known for the fun cartoons on the biscuit. We were asked to complete a comprehensive restyling to modernize and unify the extended range – Cucciolone Classico, Cucciolone Mini and Cucciolone Tricolore which celebrates italianness.



The new designs effectively express the brand’s fun personality by employing a visual language inspired by comic books and a streetwise slogan which is relevant to adolescents – “Anti Noia” (Say No to Boredom). The Cucciolone logotype has been refreshed and given added depth. All three packs now share a common color background which has been standardized to increase the range’s coherence and create a family feeling. The products are presented using a dynamic prospective which facilitates the identification of the range’s various flavors while Mums are reassured by the message that the snack is made with fresh milk.

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