The Brief
To create a premium adult-orientated ice cream range for one of Britain’s leading supermarkets.
The Solution
Focusing on the word ‘adult’ from the brief, I used influences from neon signage to create pack graphics that had an evening feel. Each ice cream variant has a unique icon in the master graphic to differentiate the range. I also art-directed the (very cold) photo shoot. The idea proved successful with Waitrose who dubbed the design ‘The Cinema Route’.