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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?

Cornetto is renowned the world over for being the ‘ice breaker’ ice cream. Cupid in a cone, spreading the love to all those young in age and young at heart.

Algida Turkey tasked us with designing the packs for their ‘Trilogy of Love’ special edition Cornetto. Beyond pure romance, the rose-shaped design of the ice creams has special meaning in Turkey, where hand-crafted roses are a regular attraction for shoppers on the streets of Istanbul.

A true labour of love, the challenge was to create designs that would sit comfortably within global brand guidelines while having those all-important idiosyncratic flourishes that would pull on the heartstrings of Turkish people.

What was our thinking?

1HQ Netherlands is a long-time partner for Cornetto around the globe with a great understanding of how to balance global brand identity needs with a desire for local nuances.

Our designers set out on a journey to create a narrative based around the universal concept of love. Three variants, three stages of love, three multi-sensory and exuberant pack designs. This was all about matchmaking the right colours with the right designs to reflect the indulgent combination of flavours and ingredients.

What did we do?

First Love captures the butterflies in your tummy when you experience those strange feelings of love for the very first time.

This stage of love exists in the past for most, a moment gone but lived to the max! To reflect this, a vintage design was chosen to appeal to both young and old. The pattern was embellished with indulgent representations of flavour using mulberry, white and dark chocolate.

Summer Love surprised us all with memories of holiday romance and strolls on the beach with an ice cream in hand. A moment of eternity captured in one selfie! The pack dazzles with the bright colours of summer, celebrating the exotic flavours of mango, raspberry and white chocolate.

Last but not least, Soulmates Love is a tribute to love affairs that turn to life affairs. Turkey boasts a phenomenal record of long-lasting marriages and this pack pays tribute to enduring passion. Refreshing forest berries with luscious white chocolate sauce and a hint of lavender, coupled with the famous Cornetto crunchy cone. A pack design for everyone who understands the importance of balance.

What did we achieve?

This new product range was released in time for the summer and the Turkish people were wooed by the extravagant and romantic pack imagery.

The product launch was accompanied by a promotional music video which boasted a magnificent 47 million views on YouTube.

What did our client think?

“1HQ Netherlands brought to life exactly what we imagined for this highly anticipated launch; the distinctive moments of falling or being in love come alive through a beautiful blend of indulgent ingredients and colours.”
Revna Tever
Cornetto & Kids Brand Manager, Algida Turkey

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