Carte d'Or

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.

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.

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.