Hunger, Slammed.
What We did:
NPD
Brand Creation
Brand Naming
Packaging Design
Brand World
SLAMWICH is an NPD brand creation, named and designed by us. The ultimate ice cream sandwich… packed with creamy caramel ice cream, coated in cracking chocolate, and packing a CRUNCH!
THE BRIEF: Create a brand for our new NPD offering, a delicious caramel ice cream sandwich. This ‘big eat’ will be ideal for snacking on the run and be a real hunger buster for even the biggest appetite!
THE OPPORTUNITY: We wanted to celebrate the fun interactive BIG eating experience with a bold personality. The naming needed to be simple, fun, and hint at this new product format. The Impulse freezer is very crowded and busy, so our brand design needed to have some powerful impact to cut through the visual noise.
BRANDING & BRAND NAMING: The alliteration of ‘Fruit Hoops’ conveys a sense of fun, and highlights the ice lollies coolest features. The typography is natural, but with a smile.
DISTINCTIVE BRAND ASSETS: The rainbow of fruit creates a powerful distinctive brand asset that aids recognition, and also communicate the ice lollies colourful USP.
STRONGER TOGETHER: Multiple facings are common in the freezer, so our designed needed to look great together and very grabbable!
REASSURANCE: In a category not known for it’s healthy offerings, let’s highlight our natural credentials in a clear and concise way.
TONE OF VOICE: Slamwich is a big eat, and has a big voice!
6-SHEET OUT OF HOME: Our visuals focus on our new pack to aid recognition, against a dappled natural green background to elevate our real fruit cues.
48-SHEET OUT OF HOME: Our headline reassures on natural, but also importantly on taste ‘Real Juicy, Real Tasty’… delicious!