Watch Carter Wong revamp classic Cornetto
Design agency Carter Wong has worked with Unilever to rebrand its ice cream product Cornetto
The iconic brand has been handed visual changes and targets a more youthful 14-25 year old market. According to Carter Wong, the logo has been completely redesigned with hand-drawn free flowing letters making it less “corporate”.
As part of a range review, Mix-Mini packs have been introduced to encourage the concept of sharing, in response to the tendency for the 14-25 age group to snack while they are involved in largely technology-based group activities. To appeal to the younger target audience, Carter Wong has created illustrations “that add a sense of fun and bring to life important messaging”.
Global Vice President Ice Cream Cornetto & Kids, Alberto Di Leo commented “Carter Wong always employ a great deal of craftsmanship and art in what they do which is at the very heart of Unilever’s Marketing Strategy. With the new Cornetto logo they have created something truly magical and unique.”
Carter Wong’s Creative Director Phil Carter comments on the brand design programme saying: “The commission to redesign and reposition it has been a privilege. Our intimate knowledge of Unilever’s ice cream business and its global/local position gave us invaluable insights into how best to progress the Cornetto rebrand and create something memorable.”
