Say Hello is a fresh, new Canadian ice cream brand that brings a delightful twist to the conventional frozen treat experience. As a proud women-owned venture, Say Hello crafts their indulgent scoops from vegan ingredients without over-emphasizing this aspect - a tribute to their belief that good taste transcends categories.
The design brief requested a whimsical and vintage, yet unique, approach to packaging and the brand. The concept had to radiate warmth, fun, and a touch of the unexpected to truly encapsulate the essence of Say Hello.
We came up with design strategy that involved colourful, hand-drawn watercolour characters representing different flavours like banana & walnut, strawberry, etc. Each character is depicted with an endearing face, lending a touch of charm to each carton. Whimsical naming and copy completed a matching voice. This playful aesthetic, coupled with our innovative cube-shaped packaging, transforms every scoop of Say Hello's ice cream into a visual treat as well as a culinary delight.
The cube is not just a shape but an embodiment of Say Hello's commitment to stand out in the crowded ice cream market. Cubes were meticulously engineered, ensuring the structural integrity of the packaging.
The manufacturing setup was tailor-made to accommodate this unique design, and the paper used for each box was carefully sourced to align with Say Hello's ethos of mindful creation.
The hand-drawn watercolour characters and distinct cubic packaging were revealed across multiple channels, creating a stir in the market. Window displays in retail stores showcased the cubes in playful stacks, inviting passersby into a whimsical world of flavour and fun.
Simultaneously, targeted social media campaigns using animated versions of our charming flavour characters were rolled out, capturing the imagination of a digital-savvy audience.Through a thoughtful mix of physical and digital marketing strategies, Say Hello ice cream became more than a delicious vegan treat - it became a story of creativity, commitment, and a dash of the unexpected, perfectly encapsulated within a cube.