Swedish Glace has been developing lactose-free ice cream for the UK market for more than 20 years. The two new premium varieties in the typical ice cream pint format are rich in natural ingredients, such as berries and nuts and lactose-free almond or coconut milk. Not only consuming the ice cream should be enjoyable, but also the experience of buying the new varieties. The most important product benefits – genuine taste without fancy ingredients and sustainability – had to be reflected in the new packaging design. The design should remind consumers of a summer‘s day in Sweden – friendly, natural and relaxing! Contemporary and unconventional illustrations that abstractly depict the ingredients of each variety are key elements of the packaging design. The typography is clear and reduced and stands for the modern, Swedish attitude to life. The soft pastel tones set on a pale background communicate lightness and enjoyment, thus creating an appealing brand image.