The brief Ice Cream Works is an ice cream brand which has 42 outlets across 15 cities. The brand is known for its experimental and artisanal approach to ice cream. Only the very best ingredients are used to create decadent ice cream flavours. The brand promise was to offer ice cream that was more crunchier, more chewy, and more gooey than the competition. Today the ice cream brand also retails at Supermarkets across India. Awchat and Olsen Design was an integral part of the brand, and has partnered with the brand since inception.
The approach While the name and the colours were already set, Awchat and Olsen Design worked with Ice Cream Works right from inception. Post primary research, and an intensive competitor audit, we developed a distinct brand identity that made the brand stand out from its competitors using a distinct visual style and verbal identity. Awchat and Olsen was responsible for the launch campaign, store interiors and graphics, in-store communication and all of the marketing collaterals. In phase two, we helped launch the packaging design for retail. The designs were developed post research, competitor audit, and shelf impact studies. Awchat and Olsen is currently working with Ice Cream Works on content development, social media and the launch of their new flavour range.