Cremissimo

Introducing the magic of extra everything ice cream

Unilever identified a major opportunity in the Australian premium take-home ice cream market, especially within the 1 litre segment. At the same time, consumer expectations were shifting toward brands that felt more relevant, emotional, and enjoyable. As a result, premium ice cream design became a key part of exploring four distinct premium concepts, including Cremissimo – a brand centred around creamy indulgence, togetherness, and ingredient storytelling.

To test these concepts, visual packcepts were created for consumer research. In turn, each design was developed to compete directly with established 1L premium ice cream brands already on shelf.

Creating distinction in a hyper competitive market

Cremissimo was quickly identified as the most resonant proposition. However, several challenges still stood in the way of a successful Australian launch.

The premium 1L ice cream category is crowded and highly competitive. As a result, new brands need to look credibly premium while also outperforming established competitors in consumer testing.

The bigger challenge was creating a distinct brand personality and tone of voice. In addition, the packaging needed to communicate quickly, clearly, and emotionally at the point of sale, where shopper attention is limited and competition is intense.

Bridging the gap from shelf to mouth through design

To cut through the clutter and capture the brief window of consumer attention, the solution was to design Cremissimo with a clear creative focus on saucy creaminess. As a result, each tantalising flavour was brought to life on a spoon, helping bridge the experience gap between shelf and mouth.

Premium cues drew inspiration from both ice cream and adjacent categories such as beauty and lifestyle, where restraint, material quality, and confident typography signal premium quality without unnecessary noise. In addition, a bold colour segmentation system was introduced across the flavour range, giving each variant a distinct identity while maintaining a cohesive family look on shelf.

Ultimately, the result is a range that feels premium, flavour-forward, and unmistakably creamy.