Greek ice-cream company Delta has reacted to the arrival of HaÃ¤gen-Dazs on its home turf by calling in French group Shining to create a new premium range.
A Shining spokeswoman says Delta, as market leader, was in a position to innovate rather than limit itself to a ” me-too” response.
Amid the emotional world of ice-cream branding, Shining set out to create a brand which suggests ultimate pleasure for mind and body. The result is Nirvana.
Shining, based in Paris, has also completed a project for Danone, creating packaging for the launch of a new fruit mousse.
Carter Wong is believed to have beaten Design Bridge and Lewis Moberly in a pitch to design new packaging for an unnamed pan-European ice-cream brand for Van Den Bergh. Carter Wong declines to comment.