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Cool package for a new ice cream product |
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Background
Morinaga Milk Industry, one of Japan's largest manufacturers and distributors of food and beverage products, wanted to develop a new product line that would appeal to Japan's hottest demographic—single, urban males and females between 18 and 35 years old. Recognized Japanese Creative Director George Tanaka had worked with Hill successfully for 15 years. He turned to Hill again for assistance in developing the new Navi brand.
Solution
The new Navi line was an ice cream product. Due to the popularity of American and European products in Japan, Tanaka/Hill decided to pattern their branding solution upon traditional Italian gelato. Hill designed an identity and packaging that imbued the brand with a bright color, strong shelf presence, and a dynamic and distinctive look.
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