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Wonka Premium Ice Cream
Winner - Bronze
Designer: Mr. Kit Hinrichs - Creative Director
Design Type: PACKAGING
Following our work on their Dreamery line, Dreyer’s asked Studio Hinrichs to create the packaging and identity design for their new line of Wonka™ Ice Cream, inspired by the classic Roald Dahl book. When Dreyer’s approached us, the Wonka™ brand existed at Nestlé in the form of chocolate and confections. Nestlé was ready to expand the line to include specialty ice cream, and their goal involved originating zany flavor combinations with fun names. With flavors like Kerfuffle Truffle™ and Kernelpuff Carmelstuff™ Dreyer’s needed imaginative and fun packaging to reflect the clever concoction inside. We wanted an innovative way for Wonka™ to stand out, so we looked at what existed on the premium ice cream shelf and turned it on its head. Literally. The seven flavors are served in inverted ice cream cartons, which we swirled with bright kaleidoscopic colors surrounding the iconic wordmark. Our challenge with this project was to create fun cartons that would appeal to those young at heart—adults and children alike. Additionally, we wanted to create packaging that felt like it was actually manufactured at Willy Wonka’s Chocolate Factory. Looking to the outlandish, topsy-turvy factory as inspiration, we played with all kinds of fun ideas. Using an eye-catching optical illusion as a springboard, we created visual movement on the tops and sides of the packaging with a whirling design. The inspiration for the colors came from wanting to appeal to the audience’s youthful nature, so we chose color combinations that were bold, fun, bright and young. We worked with photographer Terry Heffernan and food stylist Kimberly Kissling to feature collages of the key ingredients, emulating the colorful twirl adorning the lid and side, as an enticement to taste what’s inside. And it wouldn’t be from Willy Wonka’s Chocolate Factory if it didn’t have a name in the tradition of the Everlasting Gobstopper or the Scarlet Scorchdropper. Copywriter Nancy Murr created product names that sound both tasty and fun.