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Wall’s | Food & Beverage

I Cucciolini

Branding Design

Challenge

To create the packaging for a new product called “I Cucciolini” – an extension of the Italian Cucciolone ice cream range. The product will be sold in a bag containing eight mini biscuit ice creams with a smiley face embossed on the biscuit. The tone and personality should be in line with the Cucciolone brand but it should be positioned as the ideal snack.

Solution

The name “I Cucciolini” is a natural and intuitive extension of the Cucciolone brand. It clearly communicates that this snack offered the same great quality, only in a smaller size! The smaller size makes the product perfect for an easy, quick snack or a moment of relax, without ruining one’s appetite for the main meal. We developed a slogan to reflect this positioning as “Mini Snack, Maxi Sorrisi!” – Mini Snack, Big Smiles! The bag contains eight biscuits, which makes it ideal for sharing with family or friends.

 

The snacks are shown piled up in a stack, which looks like it is just about to fall! The happy face emoticon on the biscuit expresses the joyful spirit of this delightful and delicious snack. To underline this concept, we used the smiling face to create a playful texture on the warm yellow Cucciolone background. 

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