As a professional lover of ice cream, I take notice when there are new or different items in my grocers freezer aisle. So, it’s only appropriate that I noticed Walgreens has rebranded its premium ice cream packaging. (Please note: Walgreens is not my grocer, but a girl needs a quick trip for some snack-age every once in a while).
Good & deLish is Walgreen’s retail brand that includes pints of premium ice cream. The new packaging consists of a few different flavors all having completely black backgrounds with mainly white type masked into a shape.
To be honest, I’m not a big fan of the new redesign. I understand that they were trying to create a more premium look by adding a script font onto an elegant black background (because script font and black = sophistication, right?), but I’m not sure they really thought about their target audience. We are ice cream lovers and ice cream is fun and messy. No one eats ice cream with their pinky finger raised. Am I right or am I right?
The new packaging does have some fun copywriting like “Udderly Vanilla” and a cute concept by masking the type into a star (Strawberry Cheesecake Starlet) or guitar (Cookie Dough and Peanut Butter Duet) shapes, but it doesn’t grab my attention. Some of the script font is difficult to read. Not to mention, in a darker freezer, it might be hard to read or even notice the black pints.
All in all, the rebranding just gives me cold chills. I worry this packaging design isn’t going to get customers to pull this pint out of the freezer. Hopefully the contents inside the pint are better than the design on the outside.
While marketers and brands everywhere are wondering how to connect with customers and clients during a pandemic, one thing is abundantly clear: people are watching