Since 1928, eating a Nestlé Drumstick sundae cone has been an adventure involving a multitude of senses. From the crunchy sound of the peanuts to the creamy vanilla, and down to the chocolatey nugget, it’s truly “America’s Favorite Sundae Cone,” the company says.
When competitors, including many private labels, started imitating the lineup, creating a homogenous sea of blue at shelf, the brand team at Dreyer’s Grand Ice Cream determined that they needed to refresh the brand, bring its values and personality to life, drive differentiation, and tap into the strong emotional connection consumers have with Nestlé.
Chase Design Group was responsible for creating a new brand identity for the ice cream icon and leader in the $3.6 billion all-family snack category, it adds.
“We looked for ways to break through the sea of blue by strengthening the assets the brand could own and focusing on its values: adventurous, original and energetic,” says Melinda Turner, senior account director, Chase Design Group.
Unique pattern illustrations, customized for each flavor/texture/coating, help highlight the adventurous eating experience. The iconic logo was maintained but positioned in an upward angle on the package to bring more energy to the brand. Vibrant product photography, more authentic to the product experience and secondary typography were designed to reinforce the bolder appearance and enhance appetite appeal.
Chase Design Group Senior Design Director Jon Arriaza adds: “While the blue background color was a critical part of the Drumstick brand and category cue, we moved beyond to differentiate it with photography, texture, patterns, and clever copywriting that defines the unique aspects of the eating experience. …Digital assets resulting in a fun, playful experience from shelf to consumption.”
The new packaging, all 23 SKUs of Nestlé Drumstick sundae cones, are rolling out nationwide to major supermarkets and grocery stores.
“Thanks to the redesign, our packaging now reflects a bolder personality that differentiates us from competitors and will be carried through on future innovations,” says Elmer Gonzalez, Brand Manager, Dreyer’s Grand Ice Cream.