Indulgent packaging for biscuit ice cream

Lloyd Ferguson Hawkins has designed packaging for the new Viennetta Biscuit Sensation brand extension to Unilever’s Viennetta, Europe’s biggest ice cream dessert brand.

The design project is part of a five-year strategic programme and is supported by a summer TV ad campaign created by McCann-Erikson which breaks in the UK next month.

With Viennetta Biscuit Sensation targeted at a younger audience, the challenge was to visually show a difference between the new product and the existing core range, says Mark Lloyd, creative director of LFH.

“The overall effect underlines the new contemporary positioning and clearly suggests the indulgent nature of the product,” he adds.