Sorvetes Piach: CREÄM - ICE CREAM

Credits & Description:

Advertiser: SORVETES PIACH
Agency: GAD'
Category: Cosmetics & Beauty, Toiletries & Pharmacy
Executive Director : Luciano Deos (GAD'Lippincott)
Designer: Lincoln Rodrigues (GAD'Lippincott)
Strategy Manager: Lívia Germano (GAD'Lippincott)
Copywriter : Marília Antunes (GAD'Lippincott)
Designer: Pedro Ortega (GAD'Lippincott)
Art Director: Luana Alvares (GAD'Lippincott)

Outcome
This new brand has grown rapidly since its launch in its local market of southern Brazil and the owner currently plans Creäm´s out-of-state business expansion. With a now customer-tested product, a more consolidated brand and a unique visual identity compared to other Brazilian competitors, Creäm´s creaminess will surely take over the rest of Brazil.  

Implementation
As a solution, the name Creäm was created. A diaresis (umlaut) was added to give a more proprietary look to a name that simply and objectively underlines the product´s most differentiating feature. The product´s visual identity, based on the concept of “appetite appeal”, aims to excite the appetite of its customers without losing the simplicity brought forth by the name. All colors and typography were developed to express the flavor and the creaminess of the product as well as the playfulness and youthfulness inherent in the popsicle segment.

Client Brief Or Objective
Create a brand name and identity that would communicate the product´s most salient feature- its creaminess. Developing a brand positioning and identity means finding a truly unique way to express this feature and tell this brand´s story, especially considering the high degree of competition in a highly developed Brazilian ice cream and popsicle market.

Brief Explanation
The key objective was to express the incredible creaminess of the popsicle through the packaging, logo and typography, truly creating a product whose main feature is shown by its visual identity. Creating design elements to express this very specific sensory feature and appeal to customers on a sensory level was definitely one of the project´s most important challenges. The visual identity also had to be inviting and friendly since the product has an accessible price and is directed at all target audiences.