Winterspring: Winterspring, 3

Credits & Description:

Corporate Name of Client: Winterspring
Account Managers: Katrine Goldstein/Kim Paulsen
Creative Director: Svante Lindeburg
Copywriters: Svante Lindeburg/Mark Stevens/Trine Bøgkjær
Concept/Cultural Reference:
Product and context:
In 2014 a brand new product category was born: Gourmet Michelin ice cream desserts to be served at home. This new product breaks entirely with both retail and gourmet conventions by letting consumers bring the Michelin dessert experience into their homes. Created by a passionate community of internationally acclaimed Nordic chefs, farmers and food lovers, the dessert is more than just ice cream. It’s a culinary creation consisting of several complex and contrasting elements offering both bite, texture and creamy softness. We helped build the new premium dessert brand from the bottom – starting with the brand naming.
Challenge:
The challenge was to create a strong brand name that immediately communicates an exclusive, seductive and poetic brand feel and lets consumers know that there is a sweet, new product in the supermarkets.
Solution:
We created a name that reflected the dessert by breaking with conventions within the retail ice cream category. Traditionally, ice cream brand names are relatively simple and descriptive communicating either ingredients or style such as Italian gelato or old-fashioned ice cream. We did something new and created the associative name “Winterspring”. A name that reflects the dessert’s many intricate layers and contrasts, while communicating the origin of this complex flavor pallet: New Nordic cuisine.
New Nordic often translates into simply being rustic and authentic. But the North also encapsulates a poetic feel. A certain Nordic noir dating back to ancient sagas, tales and the dialectic climate with both pitch-dark winters and light summer nights, a dreamy glow in fall and the crisp air in spring. Creating the brand name we worked with this sense of poetry, dialectics, contrasts and textures.
The name Winterspring has a dialectic nature as the contraction of the two words can translate into the Swedish word “vintervår”, which is actually the local term for the ‘fifth season’ that you can experience in the Nordic region. Placed between the chill of winter and the coming of spring, this captivating season is filled with contrasts and expectation. By pairing “winter” and “spring” the name has an internal tension that piques our curiosity and encapsulates the complex character of the desserts. The result is a name that offers a whole that is greater than the sum of its parts – just like every Winterspring dessert.
In addition to brand naming we created the entire brand identity on everything from packaging, copy and website design, including a label copy in a seductive tone-of-voice that incites and prepares consumers for an extraordinary experience.