Esla — packaging Design & naming for an Ice Cream Brand

The Uzbek ice cream brand Zenit faced a challenge: they needed to create a unique identity for a new product line that would distinguish it from competitors and emotionally connect it with cultural values. The company's previous state did not reflect its individuality or communicate the high quality of its products.

Packaging design
Naming
Logo

1. The Challenge

We faced a complex task: to develop the naming, logo, and packaging design for a new line of ice cream.

The main goal was not just to create a pretty wrapper, but to build a brand based on traditions that could establish an emotional bond with the customer.

2. Research

We started with a thorough analysis of the target audience and the market. We conducted interviews with consumers to understand their desires and expectations. We discovered that when choosing sweets, and ice cream in particular, traditions and emotional attachments play a huge role. The logo needed to be simple and memorable, reflecting the brand's key values.

3. The Solution

Based on the data obtained, we proposed a comprehensive solution. For the naming, we chose the Uzbek word "Esla" (Remember), inspired by the famous song by Farrukh Zakirov. This name symbolizes a connection with memory and the past. In the visual style, we used a soft turquoise background, embodying purity and lightness.

Design solutions by product type:

4. Cup

For the most classic and popular format, we used the brand's primary colors — a soft turquoise background and clean typography. This design creates a sense of freshness and naturalness on the shelf.

5. Cone

A premium approach was chosen for the larger format with a crispy wafer. The combination of bright turquoise and dark blue emphasizes high quality, and the composition is complemented by an appetizing foodzone.

6. Comic Cone

For this line, we applied an unconventional approach. The wrapper features engaging comics (illustrations) reflecting national values, childhood memories, and sincere moments of Uzbek life. This is not just packaging, but a storytelling tool.

7. Double Elemen

For the sandwich ice cream (dual flavor), the packaging features a close-up cross-section of the product. This allows the customer to instantly see the layers of crispy cookie and creamy ice cream.

8. Pancake

For the pancake-based ice cream (milk and cocoa), we developed a design that emphasizes the product's softness. The realistic image on the packaging triggers a desire in the consumer to feel the new texture and taste.

The Result

Thanks to the new naming, logo, packaging design, and marketing strategy, we helped the Zenit brand occupy a unique position in the ice cream market.

We also proposed an effective marketing strategy: the idea of a small format for quick consumption. The ice cream is sold both individually and in boxes (multipacks), allowing customers to buy more treats for their children and loved ones.

We connected the brand with traditions and culture, which made the product attractive to a wide audience.