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Brand Identity & Packaging for Van Leeuwen by…

April 19, 2017




Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram


Brand Identity & Packaging for Van Leeuwen by Pentagram

Brand Identity & Packaging for Van Leeuwen by Pentagram

“Pentagram’s Natasha Jen and team have created a new brand identity system for Van Leeuwen that position it as the ice cream of choice. Stripping off all the visual noise typically seen in ice cream branding, the new identity deploys minimal graphic elements—the logo and a decisive color palette—that reflects the purity of the ingredients, and colorful pints that stand out in stores and look great on social media. Since the introduction of the new packaging in the fall, retail sales have increased 50 percent.”

Pentagram is the world’s largest independent design consultancy. The firm is owned and run by 21 partners, a group of friends who are all leaders in their individual fields. Each of their clients works directly with one or more of their partners. This reflects their conviction that great design cannot happen without passion, intelligence, and personal commitment, which is demonstrated by a portfolio of work that spans five decades.

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