Siegel + Gale Intern Project
The project:
Unilever has recently decided to spin off its ice cream division because it was bringing down its overall profits. This newly spun-off frozen treats brand now needs a new parent brand and identity.
The opportunity:
Define, design, and activate a new parent brand for this spun-off ice cream powerhouse. Develop the parent company's brand strategy and design a new visual identity.
the Process
Our research into Unilever’s ice cream brands emphasized celebrating each brand’s individuality while finding common threads to unite them. We looked closely at how each brand’s visuals and messaging conveyed a distinct personality, from playful to premium. Our goal was to craft an identity that embraced these unique qualities, creating a unifying design that respected each brand’s legacy while establishing a warm, cohesive family feel.
Creating Carousel was all about creating a look and feel that captured joy and nostalgia. We explored different visual elements that felt whimsical yet modern, experimenting with patterns, shapes, and typography to embody a sense of playful indulgence.
Early logo sketches explored a variety of playful and nostalgic concepts, capturing the essence of joy and indulgence. Focusing on ways to play with the shape of an ice cream cone, this page aimed to balance the brand’s classic charm with a fresh, modern appeal.
Our challenge with Carousel was to capture the essence of a diverse portfolio of iconic brands under one umbrella. Each brand had its own personality and legacy, so we aimed to create a cohesive identity that honored their uniqueness while conveying a unified sense of joy. Balancing these distinct identities within Carousel required thoughtful design choices to reflect both the nostalgia of classic treats and the excitement of modern, memorable experiences.
Continuing the theme of individuality, we developed a visual motif of bursts, with each burst representing a different Unilever ice cream brand. This design approach allowed us to highlight the unique qualities and personalities of each brand while maintaining a cohesive overall look. By incorporating distinct colors and shapes that reflect the essence of each ice cream line, we created a vibrant, playful identity that unites them under the Carousel brand while celebrating their individuality.
Our brand
Deliverables
Brand Codification
