FutureBrand is leading a major reorganisation of Heartbrand ice cream’s brand portfolio and packaging.
The London consultancy, which last year worked on Heartbrand’s corporate identity, has finished the first round of global testing and is more than halfway through the project, having won a three-stage, three-way pitch against Jones Knowles Ritchie and Paris-based Desgrippes Gobe – now known as Brandimage – in July.
The fruits of the strategic brand portfolio work and consequent packaging overhaul are expected to be seen early next year, according to FutureBrand managing creative director Tina Prior.
Unilever-owned Heartbrand has briefed FutureBrand with 33 different brand architecture and packaging issues that need to be addressed, says Prior.
‘Essentially, the brand architecture is looking at how strong Heartbrand presence should be. There are local brands that benefit from this. It’s about making consumers aware so that brand equity of premium ranges like Magnum can be returned to the master brand,’ she says.
‘We’ve also done a lot of structural work such as how to reduce cardboard, and making structures neutral and Greener,’ adds Prior of the packaging brief.
‘We’re redesigning all of the packaging to reflect more wholesome food – Heartbrand has taken out sugar and artificial colours – so this part is about how to bring that to life in the packaging designs,’ she adds.