Overview
The ice cream category is a battlefield, and it’s not the flavor that wins it. From classic milk-based vanilla to bold, artisanal creations, the categoryโs consumer experience is shaped long before the first bite. In todayโs saturated CPG market, ice cream box packaging, ice cream container design, and even ice cream sandwich packaging must do the heavy lifting.
To drive volume growth and repeat purchases, your package must spark an emotional connection at the point of shelf display. For instance, consider players like Magnum Ice Cream Company and Unilever Food Solutions; they recognize that standout design delivers more than smiles. It fuels category dominance.
This article breaks down how to create high-performance ice cream product packaging that cuts through the noise, captures attention, and converts casual buyers into loyal customers. Weโll explore how elements like color psychology, material choice, and visual hierarchy shape the consumer experience, and how these same strategies drive volume wins.
Understand the target market.
Winning in ice cream packaging starts with knowing exactly who youโre designing for. A detailed market analysis is non-negotiable. In North America alone, consumer expectations are evolving fast, driven by rising demand for artisanal ice cream, sustainable materials, and brands that stand for something beyond just a sweet treat.
The United States remains the most significant battleground for underlying sales growth, making it essential to align brand identity with the factors that drive consumer behavior. Packaging for ice cream is all about creating an emotional spark that converts attention into purchase and fuels positive volume over time.
Packaging design companies must understand that colors are vital in capturing customersโ attention and evoking an emotional response. The right hues can elevate an ice cream box’s packaging or container design, tapping into subconscious triggers that make a product feel more craveable, premium, or nostalgic. But color is only one piece of the puzzle.
Understanding the types of ice cream packaging materials that consumers prefer, whether for their sustainability, convenience, or premium feel, is equally critical. The primary packaging of ice cream must deliver on both functionality and emotional appeal in equal measure. The brands that will win, such as Unilever Food Solutions, are those that understand: design decisions are not subjective. They are strategic tools for building consumer loyalty and unlocking volume growth.
Consumer demographics.
Before you can create the best ice cream packaging, you must know precisely who youโre speaking to. Demographics are the starting point; age, income level, gender, interests, and geographic region are design directives.
A luxury ice cream brand, targeting affluent business groups, will demand innovative ice cream packaging that feels premium and sophisticated. Think minimal design, metallic accents, and rich, indulgent cues far from the playful, vibrant color palettes that dominate cone ice cream packaging for kids.
Meanwhile, a family-focused brand has a different plan: bold hues, lively typography, and familiar flavors like mango that spark instant joy across a broader audience, just like Ben and Jerryโs container designs, where every visual element is crafted to resonate emotionally and culturally with their tribe.
Understanding market conditions is just as critical. Whether youโre battling for shelf space during a boom in sweet treats or trying to combat ice cream separation concerns with innovative packaging ice cream solutions, demographics guide every creative decision.
When you align your design to the real-world profile of your buyer, youโre packaging ice cream and selling experiences. And thatโs how brands move from shelf to shopping cart, growing volume even in a crowded category.
Consumer psychographics
Demographics tell you whoโs buying. Psychographics tell you why they care. To create ice cream packaging that drives real digital volume and shelf performance, you must dig deeper into consumer values, attitudes, and lifestyles.
Some consumers are hyper-focused on ingredient transparency, seeking out low-fat, organic options that align with a health-driven mindset. Others chase seasonal flavors or bold, adventurous mashups that make every scoop an experience.
These psychographic insights directly shape everything from cone ice cream packaging to ice cream box packaging and ice cream container design. A minimalist, clean-label look resonates with the health-conscious crowd, while vibrant, playful graphics on ice cream sandwich packaging can attract flavor explorers.
Todayโs brands must also manage consent preferences and build trust through transparency, not just in digital channels, but right on the pack. Every design choice and every message needs to reinforce that connection.
Design elements to consider for ice cream packaging
Apart from understanding the market, there are several key design elements to consider when creating packaging for ice cream.
These design elements include typography and fonts, color, imagery, and shape of the packaging. Remember, each piece has a psychological impact on the customer and must be chosen wisely.
Letโs discuss all these design elements in detail.
Package Color
The first thing the customer sees on a package is color. It gives the ice cream box an aesthetically pleasing look. However, thatโs not all; we also use colors to engage the customers emotionally, as each color has a specific meaning.
For instance, warm colors like red and orange can create a sense of excitement. On the other hand, green pistachios and dark chocolate can evoke a feeling of calmness and relaxation.
You may have already noticed that famous ice cream brands like Ben & Jerryโs use various colors that resonate with the flavors of their ice cream, creating a visual appeal for customers.
Package Typography
While color is one of the most essential elements in package design, remember the power of typography. It is the main body of the package that conveys the verbal message to your customers.
Each type of font conveys a specific message to customers. For instance, consider the Ben & Jerryโs ice cream carton. They use โChunk Fiveโ fonts with a bold and playful display. Besides that, here is a list of some popular fonts that can work best with ice cream packages:
| Font Name | Key Characteristics | Design Style | Best For |
|---|---|---|---|
| Icecreamer | Bubble and geometric style | Playful | Ice cream brands |
| Babel Gamee | Bubble letters with shiny lines | Fun | Children’s brands, animation posters, comics |
| Sweet Dessert Typeface | Smooth, thin lines | Elegant | Ice cream cake decorations, invites, girl designs |
| Icecream Berries | Glow effect like jelly cherries | Whimsical | Bubble-themed and fantasy birthday designs |
| Baby Eskimo Kisses | Inspired by Eskimo houses | Cold | Ice cream and frozen food packaging |
| Iceroll | Melting creamy drops | Practical | Dairy and ice cream packaging |
Package Imagery
Any exemplary food package design is incomplete without decent imagery, especially for ice cream. Imagine if ice creams were displayed in plain brown cardboard cartons and white wrappers. Except for the sustainable minimalist, few would buy them next to a carton of Halo-Top.
Just like color and typography, imagery helps visually communicate the flavor and quality of the product to the respective customers. Compelling product imagery, featuring the right color palette and typography, can significantly boostย purchase intentย and establish a strong brand image.
For example, a photograph of a scoop of chocolate ice cream with chocolate chips and swirls may convey to customers that the product is rich, indulgent, and of high quality.
Apart from that, look at the imagery on the packaging of Ben and Jerryโs, Breyers, and Blue Bell; you will notice that the package represents the ice creamโs flavor, richness, and quality.
Package Shape
Lastly, the body of the ice cream package also features a specific message. You may have noticed that ice cream brands targeting young children commonly use round cups and popsicles.
These kid-friendly packages enable the target consumer to eat the ice cream anywhere they want, without needing extra utensils. Similarly, ice creams designed for large groups usually come in tub-shaped boxes with wide openings.
Itโs obvious, but this helps quickly scoop the ice cream into cones or bowls, allowing multiple people to eat directly from the box.
Hereโs a category-disrupting idea: Why not create party-friendly packaging with individual servings? Yes, they are available in warehouse stores, but their packaging does not indicate their use for birthdays and other special occasions. There is an opportunity for a unique positioning here.
Different Types Of Ice Cream Packaging
After learning about the essential package design elements, the next thing to know is the various types of packaging used in the ice cream industry.
Ice cream brands have used various containers to package these ice creams for decades. Each type of container isnโt just for a brand representation but has a specific purpose and depends on the kind of ice cream.
Letโs take a closer look at the different types of ice cream packaging used and the main reason behind each package type.
Ice Cream Tubs
The first and most famous type of ice cream container is a tub used worldwide to serve ice cream. It comes in various sizes and can be either plastic or cardboard.
Tubs are the standard choice for a group of people as they usually come with a wide opening, making the dessert easily accessible.
Apart from that, the package design of an ice cream tub typically features large typography, accompanied by imagery of the ice cream and supporting materials that reflect the flavor, quality, and richness of the ice cream.
For instance, one might have noticed that Ben & Jerryโs Chunky Monkey features a glimpse of the ice cream and a cow, representing a healthy ice cream that prioritizes quality and freshness.
Ice Cream Cones
Unlike tubs, ice cream cones are the quickest way to package a single serving.
Cones are typically used for instant packaging and can be either decorative or straightforward, depending on the type and brand of ice cream. For example, street vendors use waffle cones to serve scoops of ice cream.
While more prominent ice cream brands wrap their products in paper with decorative patterns and images printed on it, the package design of a cone should consider both practical aspects, such as avoiding leaks, and aesthetic appeal. The Oreo ice cream cone is a prime example of effective cone packaging.
Ice Cream Wrapped Alternatives
Lastly, ice cream bars, popsicles, and other frozen treats are packaged conveniently in wrappers. Brands design these wrappers according to the target audience and the type of ice cream product.
For instance, you may have seen ice cream sandwiches often wrapped in plastic. Apart from that, brands wrap ice lollies in colorful plastic wrappers. At the same time, paper wrappers cover some ice creams.
Regardless of the wrapping material, brands tailor them all to appeal to their target audience. For instance, Magnum ice cream packaging features a sleek and modern design focusing on natural ingredients and an indulgent flavor experience.
Practical Considerations
Practical considerations are crucial when designing an ice cream carton or a package. It must be functional for both customers and manufacturers simultaneously.
One of the primary practical considerations when designing an ice cream pack is the material used. The most common packaging materials used include paperboard, plastic, and aluminum. Selecting the packaging material is best if we choose it according to the type of ice cream (i.e., tub, cone, or bar).
Additionally, the packaging material must be able to withstand the varying temperatures and conditions of the ice cream. For example, paper wrapping is bad for packaging an ice lolly. The paper wrapping wonโt hold it once the ice lolly melts.
Apart from the type of material, ice cream brands must also focus on ease of use and resealing. Some ice cream packages are disposable, so you wonโt be able to reseal them once you open them, for instance, the ice cream wrapper.
Such types of packaging are only suitable for specific types of ice creams, such as bars and lollies. However, customers typically seek resealable options to store ice cream in larger portions.
Balancing practical considerations and aesthetic design will always make the brand stand out. While the aesthetics of the package attract the customerโs attention, practical considerations enhance the user experience.
Successful ice cream brands, such as Gelato, Hรคagen-Dazs, and Ben & Jerryโs, with their iconic pint packaging, are good examples.
They all feature aesthetically pleasing designs, utilizing bright colors and rich imagery. All their tubs feature tight lids that are easy to open and reseal for later use, making them more convenient.
Branding And Marketing
Branding and Marketing must be the primary focus when designing ice cream packaging. When creating the package, using clean and minimalist typography and vibrant colors that align with the brand values and effectively communicate the productโs unique selling point is essential.
Unique and easy-to-read fonts, along with pastel colors, will automatically tie the package box to the brand. There are many practical examples, with Magnum ice cream packaging being a notable one.
One might have noticed that the elegant dark chocolate colors and unique โMโ logo speak for themselves. Apart from that, Halo Top is another example of successful branding and marketing.
The brand utilizes clean typography, leveraging the productโs low calories and high protein content to communicate with health-conscious customers effectively.
Last but not least, Ben & Jerryโs is famous for its quirky and playful branding. The tub of ice cream features fun typography and bright colors, representing its brand image and values of social and environmental responsibility.
Ice Cream Packaging Trends
With the growing awareness of environmental and health concerns, the design of ice cream packages is changing, becoming more focused on health and environmental friendliness.
Based on the data from the past decades, here are the top ice cream package design trends.
Plant-Based Design
As consumers increasingly prioritize health and sustainability, there has been a growing demand for plant-based ice cream options. This trend has also led to the rise of plant-based packaging designs that align with these values.
Plant-based packaging materials, such as biodegradable plastics made from cornstarch and paperboard, are gaining popularity.
These designs appeal to eco-conscious consumers seeking moreย sustainable packaging options. Compared to traditional plastic-based wrapping, plant-based wrappers can quickly decompose in the soil, thereby avoiding environmental pollution.
Functional Ingredients
Ice cream brands incorporate functional ingredients, including protein, prebiotics, probiotics, and vitamins. These ingredients offer added nutritional benefits, and health-conscious consumers are seeking them.
Packaging designs that highlight these functional ingredients can be eye-catching and communicate to the consumer that they are purchasing a product that is not only tasty but also beneficial to their health.
Low-Calorie Design
With the rise of health-conscious consumers, low-calorie ice cream has become increasingly popular.
Brands have started incorporating packaging designs that emphasize low-calorie counts, such as featuring calorie counts prominently on the front of the packaging.
These designs appeal to consumers seeking healthier options while enjoying their favorite treats.
Minimalist Design
Simplicity is becoming a growing trend in packaging design. A minimalist packaging design features clean lines, straightforward typography, and limited use of color.
Minimalist designs communicate elegance, sophistication, and a modern feel. These designs can also highlight the purity of the ingredients and the quality of the product.
Nostalgic Packaging
Nostalgic packaging designs evoke memories of childhood and emotional connections to a product. These designs feature retro typography, vintage illustrations, and bright colors.
This trend is popular among brands that want to convey a sense of nostalgia and a timeless appeal to their customers.
Personalized Packaging
Customization and personalization are growing trends in packaging design.
Brands incorporate personalized elements into their packaging, such as adding the consumerโs name or photo.
This trend appeals to consumers seeking a unique and personalized experience with the product.
Staying Up-To-Date With Packaging Trends
To stay up-to-date with the latest packaging trends, designers and brand owners must stay informed about the latest industry trends. One way is to attend packaging design conferences and follow influential packaging designers.
CPG Market research, as well as tracking customer analytics, is fundamental in the product design business. It is helpful to understand the changing behavior of customers over time and adapt to the latest trends.
Sustainability in Ice Cream Packaging Design
Sustainability has become a significant concern in the packaging industry. Consumers are becoming increasingly aware of the environmental impact of packaging, demanding more sustainable options from environmentally focused and big-name brands.
Ice cream package designers must focus on the sustainability of the packaging during the design.
Speaking of sustainable ice cream product packaging, here are some of the main benefits:
- It helps to reduce the environmental impact.
- It aligns with growing customer demand, increasing brand loyalty, and a positive reputation.
- Sustainable packaging can be cost-efficient in the long run.
The most eco-friendly way to manufacture ice cream product packaging is by using biodegradable materials, such as paperboard, cardboard, and cornstarch.
Additionally, adopting a minimalist packaging approach is beneficial. Optimizing the size and shape of the package will help save transportation costs, as the product requires less cargo space.
Examples of Sustainability in Ice Cream Packaging
To better understand the sustainability of ice cream product design, letโs take a look at some common examples of different successful brands:
Ben & Jerryโs is one of the most renowned ice cream brands in the United States, famous for its high-quality ingredients and top flavors.
The company has switched to 100% post-consumer recycled (PCR) plastic for its pint containers, resulting in a 69% reduction in carbon emissions and a 76% reduction in water usage.
Additionally, another example is Halo Top. The brandโs packaging features lightweight, eco-friendly paperboard, and the containers are 100% recyclable.
They also use minimalist designs that use less material and eliminate unnecessary waste.
Seasonal Ice Cream Packaging Design
One of the most effective ways to boost sales and attract customers is to incorporate seasonal packaging designs by adopting ice cream designs according to specific events and seasons.
It can be anything, such as holidays and changing seasons. It will help create an extra sense of excitement and engage the customers emotionally by triggering their emotions.
Seasonal packaging design necessitates a deliberate selection of colors, imagery, and typography that aligns with the eventโs theme.
For instance, an ice cream package designed for Christmas should feature snowflakes, Christmas trees, lights, and red colors to align with the event perfectly.
Some of the most common examples from the industry include the Hรคagen-Dazs Valentineโs Day collection and the Ben & Jerryโs Christmas flavors.
Ice cream packaging innovation.
Innovating ice cream packaging has significantly improved product preservation. It not only helps attract the consumerโs attention and boost sales but also helps keep the ice cream product safe.
Here are some innovations in ice cream packaging:
Temperature-controlled packaging with advanced insulation and refrigeration helps enhance the productโs shelf life and improves its durability by keeping it frozen for more extended periods.
Temperature control packaging helps ship the ice cream without ruining its shape and taste. Similarly, as discussed earlier, the bio-degradable packaging of ice cream helps reduce the environmental impact.
Additionally, for health-conscious customers, interactive packaging can be beneficial. Ice cream packages with QR codes can help customers navigate to the required information about the product by simply scanning the code.
Furthermore, it can open new advertising ways and help increase brand identity.
Path to Performanceโข
Taking a results-obsessed approach to CPG package design.
Discover how SmashBrand’s proprietary process, rooted in scientific principles, informed by data, and validated by your target audience, eliminates the guesswork from package design and delivers guaranteed results.
The future of ice cream packaging design.
The future of ice cream packaging design is likely to focus on sustainability, convenience, and innovative features.
The demand for sustainable and eco-friendly packaging options is expected to continue rising, and ice cream manufacturers must adapt to this trend.
Packaging designs that offer convenience, such as single-serve or resealable options, will also become increasingly popular.
In terms of innovation, we may see more interactive packaging designs that engage consumers through augmented reality or other digital features.
Personalization and customization may also become more prevalent, allowing consumers to design their ice cream packaging.
Ice cream manufacturers must create packaging designs that stand out in retail stores and effectively communicate the brandโs value proposition.
Packaging that effectively showcases the product and its unique features will continue to drive retail sales.
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Data-driven packaging design for CPG brands
Ice cream and chocolate will always be a top consumer packaged goods product category, inevitably leading to intense industry competition.
It means competing with other brands with traditional marketing tactics is nearly impossible. This is where Smashbrands comes into action, helping category challengers become competitive threats.
SmashBrand offers brand development services for FMCG and CPG companies. From brand strategy to packaging design testing, our Path To Performanceโข process guarantees a retail performance lift. Book a time to discuss your project with our team.
A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.
From his early endeavors in launching a successful sports nutrition brand that gained prominence in significant bodybuilding and fitness retail spaces to his entrepreneurial ventures in kick-starting multiple brick-and-mortar and e-commerce startups across diverse industries, Jason's career is studded with substantial milestones. Notably, he has innovated numerous products later embraced by leading industry brands, showcasing his knack for anticipating market demands and setting trends.
Jason's journey in the CPG industry commenced at age 21. Over the years, he has worn multiple hats, ranging from a manufacturer and retailer to a distributor and brand owner. This multifaceted experience equips him with the rare ability to offer practical advice grounded in real-world expertise. His mission is to guide and support other CPG brand owners, directors, and managers on their path to success.
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