Good Humor, Unilever’s ice cream treats brand, has gone through redesign. The previous red double-heart is now gone, and its place is taken by a blue retro truck. The famous line is now visually renewed and is ready to win new sweet-tooth consumers. The Anthem agency helped Unilever to develop the new concept.
The worldwide brand’ heart logo was “potentially disengaging consumers because it didn’t feel like their Good Humor,” notices Janice Jaworski, managing director at Anthem Worldwide, New York. The American sweet dream, coming from childhood, more deals with the famous ice-cream truck, the bells, the blue coloration, than with a heart, so the company decided to sprinkle some nostalgia into its packaging style.
Anthem and Unilever’s Visual Branding team were also discussing the possibility of leaving the heart emblem, but changing the lettering for the new font a la the one they used for the in-home packaging. After long discussions the decision was reached: Unilever decided to move forth with the completely new visualization taking a nice truck coming down the road. Anthem was originally asked to update the packaging for Good Humor’s out-of-home products, but later it was commissioned to work with the in-come line as well.
The new design proves that returning to the past can bring some novelty as well.
