Crem Helado

We collaborated with Grupo Nutresa to refresh the largest and most-loved brand of ice cream and frozen novelties in Colombia in order to inspire its loyal audience and attract new users to this premium option.

Capabilities

Brand Architecture
Brand Identity
Packaging
Photography

Challenge

Crem Helado is Colombia’s ice cream darling, with a deep heritage and widespread presence. However, the beloved brand wanted to ensure it maintained relevance with younger consumers. Crem Helado was looking for branding and packaging to bring it into a new decade and excite consumers.

Action Taken

Crem Helado partnered with the DuPuis Group and its sister company in Latin America, Qualitat, to establish effective brand segmentation and bring the iconic brand into a modern design space. We dove deep into the brand and category to define a brand architecture that allows for a greater communications impact. Then we developed a new design that captured creaminess in a fresh way while simplifying the presentation and amplifying appetite.