Changing iconic packaging is always a risk, so Ben and Jerry’s ice cream’s new packaging features only a subtle change meant to better communicate flavors and ingredients to the consumer. The “less is more” design approach is aimed at making the new packaging “more coherent” for international consumers.
With the help of the design company Pearlfisher the new packaging has abandoned its prior look, which featured a hodgepodge of ingredient and ice cream images. Now, the front and lid of the containers utilize a “flavor pyramid” with images depicting the contents stacked vertically next to the product name instead of behind it. With the extra space allotted, Pearlfisher worked to make the new packaging emphasize the existing blue sky and green pasture themes.