‘Excellent’- Binggrae ice cream Package Design
Dream of Vanilla
The Korean representative premium ice cream brand of Binggrae “Excellent” needed package design renewal as a single consumer product.
“Excellent” ice cream has built a brand image of a premium ice cream ‘enjoying at home, with family,’ for a long time, however it was the time to transform the image to ‘light and sleek dessert for single consumer.’ action seoul developed design strategy for brand re-positioning.
The original package was wrapping type in folded paper, but it had a functional problem of ‘melting pretty fast’ in holding hands. So, action seoul proposed a solution of ‘double-layer package’ so that the air pocket between the layers would make ice cream melt slower while avoiding direct contact with fingers.
*IDEA 2016 / Featured Finalist
‘Excellent’- Binggrae ice cream Package Design
Client : Binggrae
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action seoul
Creative Direction : Jangsub Lee
Art Direction & Design : Minah Hong
Graphic Design : Koojong Kang
Container Design : Sengyong Lee
Design Research : Taeun Kim, Deokwoo Kim
Photography : Kiwoong Hong
ⓒ action seoul