Zenit Kilo — Packaging Design & Naming for Family Ice Cream

Context: Previously, Zenit’s family-sized products suffered from visual fragmentation. The designs were inconsistent, making it difficult for consumers to identify them as a single product line. Consequently, the brand was getting lost amidst competitors on the shelf.

The Task:

• Elevate the Aesthetic: Create a design that looks premium and undeniably appetizing.
• Unify the Brand: Consolidate scattered products into a cohesive visual brand architecture.
• Navigate Flavor Codes: Visually communicate popular flavors without infringing on the copyright of global giants.

• Vernacular Naming: We noticed a pattern: customers rarely recall specific fancy names. In the store, they simply ask, “Do you have the Kilo ice cream?” Embracing this simplicity, we avoided over-complication and proposed the name "Kilo."
• The 3-Second Rule: Shoppers navigate by color and texture, not text. For example, a coconut bar flavor is instantly recognized by light blue hues and palm trees; condensed milk is identified by geometric blue-and-white patterns.
• The Golden Opportunity: The segment is dominated by white or transparent tubs. To dominate the freezer aisle, we needed a radically different approach to stand out.

We engineered a design system based on metallic gold film, creating the effect of a “premium gold bar” sitting in the freezer.

Design Details:

Center Stage (Food Zone): We developed hyper-realistic 3D graphics featuring ice cream scoops in a waffle basket. This imagery triggers a subliminal call to action: “Buy this and serve it to your guests.”

Visual Flavor Codes: We communicated specific tastes without using third-party logos, relying instead on universally recognized visual cues:

• Condensed Milk: Utilizing the iconic blue-and-white geometry that evokes a sense of childhood nostalgia.
• Coconut: Light azure backgrounds, palm fronds, and coconut slices that promise a “heavenly delight.”
• Peanut & Caramel: Deep browns, stretching caramel, and roasted peanuts signal the familiar, beloved profile of a nutty chocolate bar.

Typography: The “Kilo” logotype is rendered in a large, handwritten script, adding a touch of friendliness and softness to balance the serious, premium gold background.

The redesign has revitalized the Zenit brand:

• Shelf Domination: The unified gold background creates a powerful color block, making the product impossible to ignore.
• Brand Cohesion: It is now instantly clear that all these products belong to a single, strong brand family.
• Intuitive Navigation: Thanks to precise color markers and large-scale ingredient imagery, consumers can identify the flavor in milliseconds.
• Perceived Value: The product looks significantly more expensive than its price point, making it the perfect choice for hosting guests.