Comptoir Gourmand are looking into creating a new product in the ice cream industry and gave me the task to come up with a branded product platform for them to start with. By looking into the ice cream industry, it is clear that the only gap in the market is to target people with a high income, therefore luxurious ice cream.
CG (Comptoir Gourmand) is a French patisserie company known for their homemade macarons; a great reason why CG should make a range of macaron ice cream. Macarons are known for being a popular French delicacy, expensive and a luxurious cake. CG's current branding is to work around 'The art of patisserie' and therefore decided to work alongside the current branding to stay on-brand with the patisserie and went for 'The art of ice cream'.
The big idea is to create a luxurious brand image that catches customers’ eyes without really knowing what is the product; a product that stands out from other ice cream products.
There are 3 strategic point in this branding idea:
- The first one is the drop of melting ice cream that implies the art side of a drop of paint going through the filling of the macaron.
- The second is the French word that implies the 'French savoir faire' and the fact that the company is French. The French are known for their quality and delicious food and therefore psychologically puts into the customer’s mind that CG ice cream is a good quality ice cream.
- The third strategic point is to interact with the customer. Not giving the flavour, the colour and the word give hints for the customer to guess what the flavour is. how it works is each flavour has a side that describes it, for example the 'FRUITEUX SIDE' means 'FRUITY SIDE' and witht he colour, you can guess it will be raspberry.
The packaging is unique to any other ice cream brands. Macarons are known to be shared during a tea party, for dessert after dinner or even as a present. This is why I created a smart, luxurious packaging where people can share and taste each and one of them to enjoy the full range of macaron ice cream.
