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United Kingdom

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From our brewery in the heart of Windsor, we’ve been bringing brands to life for over three decades.
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Netherlands

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Overlooking a charming canal (where doesn't in downtown Amsterdam?), our offices are a mere stone’s throw from the iconic Rijksmuseum.
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United States

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With our talent spread from East to West coasts, 1HQ United States is home to some of brightest strategic and creative minds in North America.
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Singapore

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Close to the action and the water of Marina Bay, our office is based in the very heart of this culturally diverse and vibrant city-state.

What was the challenge?

Carte D’Or gives people what they want: a luxury ice cream experience they can enjoy in their own home.

But with a visible market separation and consumers trading down for everyday consumption, the team at Wall’s saw an opportunity to add a touch of effortless luxury into the everyday. However, seeing an opportunity and exploiting it successfully are two completely different things.

Super premium was growing at a small but steady rate, giving Carte D’Or the chance to shift away from the middle ground and concentrate on securing more market share at the top end. The challenge for Carte D’Or was to stand out from the crowd. The brand needed to do something deliciously different in the saturated environment.

What was our thinking?

As the hustle and bustle of everyday life gets increasingly intense, we’re all finding it harder to carve out those special moments of relaxation with loved ones and family that we all crave. Research confirmed that these meaningful connections were becoming fewer and far between. That led our team identify a relevant space for urbanised consumers, aged 25-35, to enjoy shared indulgence.

With our target market hungry for a bit of “ooh la la” in their lives, we resolved to wrap up the magic of Paris in an ice cream carton for them.

What did we do?

We set about bringing the new flavours, inspired by the brand’s French heritage, to life on pack using the language of love to describe the variants and add to the sense of romance and indulgence.

We’d learned from research that consumers are motivated by high quality product ingredients; the more exotic luxurious the ingredients, the greater the taste anticipation. This led our design team to create beautiful illustrations of vanilla pods, cocoa beans, roasted nuts, Australian almonds and fresh strawberries to indicate the luxury flavours within the range.

The crafted illustrations were perfectly complemented by a lavish colour scheme that tipped its beret to French patisseries, their inspiring desserts and indulgent treats.

What did we achieve?

To successfully deliver a range of ice-cream, crafted with sophistication by French pastry chefs, we used a simple but curated approach with touches of luxury.

The result was packaging designs for both pint-sized and mini-ice-cream tubs with that certain “je ne sais quoi”. The trade loved it and so did consumers, with sales well above expected forecasts.

What did our client think?

“Working with 1HQ has been a wonderful and collaborative journey. Their commitment to deeply understanding the market and consumer, coupled with their drive to elevate their creative to stand out and be unmissable on shelf and online has resulted in a beautiful and impactful solution.”
Andrea Huang
Global Marketing Manager, Premium and Snacking Ice-Cream, Unilever

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