Coconut Ash

The Project

Super foods and unusual ingredients is the food trend of the moment through their proven health benefits and their instagramability. Coconut ash ice cream is set to become the food trend this summer with the winning combination of coconuts already been crowned flavour of the year '16 and activated charcoal named the food trend of '17.
This is my proposal to introduce coconut ash ice cream to the UK this summer as an instagramable experience. With Selfridges being a world renowned department store, I have designed the packaging to be sold within their artisan limited edition range.


The global ice cream market is worth £42.95 billion and is forecast to increase at an impressive rate.
Social media has revolutionised how people choose food and drink with millions sharing content online everyday. These sites allow us to share delicious and visually appealing food to circulate recipes, inspiration, create conversations and to give out advice. We need to keep up with this never-ending trend setting culture mainly started via social media with the consumer forever evolving their expectations. 

The Selfridges Experience

I wanted to understand and immerse myself more into the Selfridge’s experience as a part of my exploration into the brand.
Analysing the out of store experience is as important as the in store experience especially for Selfridges. Once I received the gift wrapped food product I analysed the customer journey.
The experience as the customer was enjoyable and made me feel excited and worthy of the gift. I took what I learnt through into the development phase to aid me with the final design.


Quick sketches were used to help me to explore my initial ideas of various forms, features and graphical styling. With the combination of lo-fi prototyping and further developing my sketches, my ideas started to refine. This then progressed into more high quality prototypes combining card and foam to create clearer visuals of my final concept.

The Outcome

This is my take on experience packaging for Cococnut Ash ice cream in the style of Selfridges Artisan Limited edition range.
The ice cream would be placed in the stand centred in the middle of the insulated packaging. Liquid nitrogen would be poured into the allotted slots in the stand to keep it frozen until consumption at a nearby rest point. The inner packaging inspired by their bold window displays explains to the user the ice creams origin, taste, ingredients and instagramability. The outer packaging keeping with the Selfridges style whilst adding a bit difference (this project has not affiliation with Selfridges in any aspect).

Team Credits

Venetia Manuel

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Venetia Manuel
Design Consultant