Project Type: Produced
Product Launch Location: India
Packaging Contents: Ice Cream
Packaging Substrate / Materials: PPE Biodegradable plastic
Printing Process: Digital Printing
NIC natural ice cream was launched in the year 2014. After 4 years of being in the market, they realised that despite their product winning all the blind-tasting challenges versus competitor brands, they weren’t able to establish the top of mind recall among consumers. NIC’s packaging was similar to the competitor brand and reflected no personality and story of its own. Hence after 4 years of building the product, the company called for a brand overhaul.
NIC’s flavour offering comprised of classic, fruit, global and local Indian flavours. The innovative flavour offering was the USP of the brand apart from the fact that the product was natural with no preservatives. In the crowded market segment of ice creams, the real challenge lay in telling a compelling brand story through its packaging that was original, differentiated yet authentic.
After rigorous consumer studies and market landscape studies we uncovered that for most consumers seeing the product and the ingredient on the box were important parameters in influencing the purchase decision. The challenge lay in building a packaging system that was flexible enough to accommodate the existing range of flavours yet keeping way for future flavour expansion. NIC typically launches a new flavour every 2-3 months.