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E. WEDEL ICE CREAMS SHOWCASE BRAND PREMIUMIZATION AND EXPANSION INTO A NEW ADJACENT TERRITORY (FROM CONFECTIONERY TO ICE CREAMS)
We partnered with the iconic Polish confectionery brand E. Wedel founded in 1851 on the launch of the premium offer within a very crowded category – ice creams. The challenge was to stay true to the brand heritage, yet contemporary, relevant for younger consumers.
We wondered how best to communicate an exceptional taste experience. What word or sound best represents the taste? What would it look like? To demonstrate it we needed a new approach and we decided to use an onomatopoeia. We wanted to communicate the taste with the universal sound of fun and pleasure. The reaction we had in mind was a spontaneous cry of delight: OOOOH! Meaning: It’s so good! It’s so delicious! What a great flavor! The creamy texture and pieces of chocolate literally melt in your mouth. And this is how the OH! ice cream came to be.
Strategy design & shape
For consistency of communication, the design had to support the claim and echo the emotions. There needed to be an emphasis on the richness of the experience, the punch coming from the taste sensation. The letter O looks like it’s dripping with flavor. The exclamation mark resembles a tasty droplet. Golden details signal a taste sensation that awaits – there’s no need to deny yourself the pleasure. Everything is packaged in a modern, essentially minimalist aesthetic. The result is a younger version of the traditional Wedel image.
Ice cream is an impulse product – new refrigerators will not leave anyone indifferent. The repetition of the letter O creates a compulsive need to eat. Ice cream is an emotional category, there is only here and now! The identification of the sub-brand is so flexible and open that it enables the creation of new lines and flavor variants.