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No One Eats Ice Cream With Their Pinky Finger Raised

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 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.

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Ed Sharp

Ed brings 15 years of traditional and digital media sales experience to the agency, giving us a perspective most agencies don’t have. When he’s not working or seeking new knowledge, Ed hangs out with his wife, two kids, two dogs, one cat, and a hamster. And yes, the cat and hamster are best friends.

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more