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Carte D'Or

As one of Unilever’s biggest in-home premium ice-cream brands, Carte D’Or caters to the heart of what consumers want – an elevated ice cream experience to be enjoyed at the comfort of one’s home.

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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.

Super premium was growing at a small but steady rate, giving Carte D’Or great foundations to shift away from the middle ground and concentrate on securing more market share in the premium world.

The challenge for Carte D’Or was to stand out amongst the crowd in a very competitive category; a category communicating indulgence successfully and intensely. The brand needed to create something deliciously surprising in the saturated environment they sit in, to convey premium qualities of their product and to identify a proposition space that was relevant to their consumers.

As everyday life gets busier, people are finding it increasingly challenging to craft out special moments with their loved ones and family. Market research in SEA suggested meaningful connections were becoming fleeting and short-lived, with quantity and quality of interactions decreasing rapidly. Our team worked to identify a relevant emotional space for urbanised consumers aged 25-35 to share this intensified product experience and to showcase the possibilities of shared indulgence.

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With partners longing for ‘little moments of romance’, we wrapped up the magic of Paris in an ice cream carton, concentrating on bringing the new flavours, inspired by the brands French heritage, to life on pack alongside the language of love to illustrate the project name and variant. Instantly recognisable for its flair, the naming in French gave the packaging design an effortless and specialised “je ne sais quoi”

Consumer research and insights also demonstrated that consumers are inspired by high quality product ingredients, leading our design team to create beautiful illustrations of vanilla pods, cocoa beans, roasted nuts, Australian almonds, and fresh strawberries, to convey the luxury flavours within the range. The crafted illustrative flair joined forces with a ‘palatable’ colour scheme paying tribute to French patisseries, their inspiring desserts and celebrating the indulgent moment in every spoonful.

To successfully deliver a Patisserie range of inspired ice-cream, crafted with sophistication by French pastry chefs, we used a simple but curated approach with a touch of luxury, to create bespoke packaging designs for both pint-sized and mini-ice-cream tubs.

This range, as well as the entire brand, was elevated at the Maison Carte D’Or boutique alongside key visuals and digital assets developed by the team to help further land the global Carte D’Or proposition.

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“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 creatives to stand out and be unmissable on shelf and online has resulted in a beautiful and impactful mix we have landed in the market!”

ANDREA HUANG – GLOBAL MARKETING MANAGER, PREMIUM AND SNACKING ICE-CREAM | UNILEVER
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Providing a little “je ne sais quoi” for an elevated brand experience