Regional brand Phin and Phebes needed to refresh its ice cream packaging for nation-wide release. The Brooklyn-based company teamed up with design firm Interact to create a packaging design that would attract a mainstream audience but retain its charm.

Before designing the new packaging, Interact analyzed the current landscape of national ice cream brands. The Boulder, Colorado-based agency found that most of these brands focused more on flavor and less on messaging. Interact created a design scheme that reflected trends in the ice cream category while maintaining strong brand elements from the original Phin and Phebes packaging.

Interact used proprietary typography and new photography and illustration to evoke a strong brand personality and appetizing appearance. The designers used the entire package space to explain the background behind each unique favor, such as Ginger Cookie Snap, Vietnamese Iced Coffee and Banana Whama. Interact also changed the lids to purple to help the brand stand out on shelves.

Brands across all categories have changed their packaging under growth strategies. Curly Hair Solutions recently renamed its product line and redesigned its packaging in anticipation of its retail debut at Target stores. Similarly, Life Products redesigned the retail packaging of its Rejuvenate Home cleaning products line to appeal to mainstream consumers.


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