BRINGING THE ICE CREAM SHOP HOME
Curiosity
Askeys came to DesignHawk with the challenge of re-igniting the in-home ice cream occasion and become the clear go-to brand in ice cream accompaniments. When we digged deeper into the brand, the problem was clear - the pack designs were clearly too skewed to children and overcomplicated food creations. We had a brand workshop with the team to dig deeper into their ambitions & vision and visited some local London parlours to better understand what the brand was missing from the modern ice cream experience.
Agility
We knew that the colourways needed an uplift. Punchy pastels better reflected the OOH experience, giving Askeys a distinctive colour pallete to help build their new brand world. After eating a lot of ice cream cones and sauce (tough work), we zeroed in on textures as the moment of truth in the experience. Cold soft ice cream, oozy chewy sticky sauce, the contrast of the crunchy, crispy cone. We wanted to hero that mouthfeel, so we created hyper-real on-pack visuals you feel like you could reach out and lick. Thus was born our ‘drizzle of joy’ and ‘lickable moment.’
Precision
The final work hits the nail on the head. It’s simple, iconic and memorable. All things which will help build the brand as the go-to leader adding excitement to the category for years to come.