Algida Soft

Because of its tactile nature, which cannot be assessed before purchase, texture is one of the hardest product qualities to communicate at shelf. An ice cream defined by its consistency therefore asks the pack to make that sensation visible before it is even described in words. This was the challenge we addressed with Algida Soft, through a co-creation process for the new tub range.

The naming was the first area of exploration. Testing different name options helped define what the range should promise before the visual identity was even designed. The line launched with two variants, Vanilla & Cocoa and Vanilla & Caramel, both developed without solid inclusions in order to prioritise a smooth, easy-to-serve texture.

The visual identity translates that idea into a clean, essential look & feel. The family-size format gives generous space to product imagery and creaminess, which becomes the key message on the front of pack, reducing purely decorative elements in favour of an immediate reading of the product’s texture.

The distinctive element of the graphic system is the red Algida heart, featured both on the lid and on the side of the tub. Repeated in two positions, it enhances brand recognition in the retail freezer, where products may be viewed either from the side or from above depending on how they are displayed, while on the front of pack it provides the backdrop for the product variant imagery.

The result is a contemporary pack that communicates at first glance what makes the product different: its softness. This is also why, in a range launch built around this idea, shelf recognition and product promise become one and the same.