COURSE:
Visual Identity Redesign: Florida Eis
6. Semester Kommunikationsdesign – HTW Berlin
Prof. Daniela Hensel
Prof. Daniela Hensel
DATE:
July 2018
July 2018
TEAM:
Adam Carey, Miriam Seith
GOAL:
Florida Eis is a Berlin-based ice cream manufacturer in business since 1927. They wished for a rebranding which positions them in the premium ice cream market with brands such as 'Häagen-Dazs' and 'Ben & Jerry's'.
One concept from the semester project would be chosen by the founders of Florida Eis for further development. Our design made it into the final round of selection, but was not chosen for realisation.
CORE VALUES:
Family ownership;
Honest, ethical, and handmade production;
Active environmental responsibility.
Final Prototype: Silkscreened cardboard packaging sleeves insulate the ice cream, and easily separate from the plastic container to make recycling simple.
SOFT REVOLUTION:
We chose a design direction focused on fairness and equity, titled "Soft Revolution". Typical revolutionary struggles usually seek to tear down an imperfect system before reinstating a new one. In contrast, we defined Soft Revolution as leading by example and influencing the world by doing the right thing.
"Do what is right, not what is easy"
"Be the change you want to see in the world"
Left: Current Florida Eis packaging (pre-rebranding)
Right: Final packaging prototype in 500mL and 200mL variations
Left: "enriched bread" by Sister Corita Kent
Right: Moodboard from the start of the design process
INSPIRATION – SISTER CORITA KENT:
Sister Corita Kent was a prominent educator, artist, and activist in the USA during the 1960's. Her bold, silkscreened works used everyday slogans or logos, protested events such as the Vietnam War, and preached love and peace. This pop-art style became a fundamental source of inspiration.
MOODFILM:
At the halfway point of this project, we presented a short moodfilm to the client, which communicates the look and feel as well as the emotional punch delivered by our concept.
Final packaging mock-ups. Dairy-based ice creams have a blue and yellow color scheme, while vegan sorbets have blue and red patterns.
The old (left) vs new (right) Florida Eis logo
CORPORATE COLOURS:
Florida Eis stays true to its old branding by retaining a cyan very close to the original.
Three new accent colours bring variety and pop to the identity.
Three new accent colours bring variety and pop to the identity.
TYPOGRAPHY:
Inspired by the handmade picket signs of demonstrators and activists everywhere, we chose HVD Rowdy as the display font for its punch and rebellious nature.
ICONS:
We developed a series of icons to help quickly identify each flavour, and for use on promotional materials and other applications.
