Van Leeuwen, Halo Top, Steve’s, Coolhaus
In a category where visuals are everything (not much time to read when the freezer door’s open!), we take a look at how four up-and-coming brands take on packaging.
Van Leewuen: With a simple and cheerful look (monochromatic and not a whole lot of copy), and a crafted, timeless typeface, Van Leewuen stands out in a sea of neutrals. Created in part to succeed on social media, the pack cues Brooklyn in a big way.
Halo Top: Apart from its whimsical pattern and eye-catching primary and secondary colors, Halo Top leans heavily into its point-of-difference—its health and caloric count. The “melting scoop” graphic element helps break up the visuals, but can be difficult to interpret from far away.
Steve’s: Breaking away from the category convention of cardboard, Steve’s uses a sturdier plastic with transparent sections to stand out on shelf. The flavor-specific fonts and colors help tell the brand’s story of interesting and unexpected flavors.
Coolhaus: One part quirky and another part youthful, Coolhaus uses a distinctive logo typeface, tagline (“awesome ice cream”), and graphic “drips” to communicate fun and irreverence (unlike the serious and sophistication of competitors). It is ice cream, after all.
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