“MONACO IS MOREthan just ice cream. It is desire, passion, and pleasure in their purest form”. Honestly, it’s hard to say no to a brief like that. After more than seven years without a visual refresh, Monaco had become a true lovemark on the market, so our goal in the redesign was to retain its recognizability and further emphasize its premium feel. The client aimed to keep the brand’s key attributes unchanged — the logo and the black color — with a strong focus on enhancing the sense of modern luxury. The final design brought greater elegance, style, and refinement to both packaging formats — the cone and the tub. But let’s take it one bite at a time… |
OUR JOURNEY INTO THE WORLD OF MONACObegan with a question: what is modern luxury? and how can the brand be even more loved? As part of the new positioning, the Monaco heroine was no longer confined to a cozy home aesthetic — she was stepping into the world of high fashion, sensuality, and passion. If the product itself looks like a true feast of flavors, the design shouldn’t just support that emotion, but amplify it. The chosen concept allowed us to highlight the uniqueness of each flavor. We paired a neoclassical antiqua typeface with elegant dessert-inspired visuals, and enriched the brand’s black base with vibrant color accents that shorten the path to consumers’ hearts and make it easier to navigate the long lineup of cone ice creams. |
ATTENTION TO THE SMALLEST DETAILSwas combined with an intense project pace. While the frost raged outside, we were preparing ice cream for the summer season — refining existing flavors and creating new ones. Working with the client team, AI tools, and stock imagery, we immersed ourselves in a visual “dessertology” to discover the most appetizing and emotionally charged visual solutions. The tub design is built to showcase the product in the most open and appetizing way possible. The black branded panel with the food zone works as an allusion to a refined designer label, strengthening the brand’s premium perception. The refreshed Monaco takes over freezer shelves with the confidence of a high-fashion star walking the runway. |
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The Project |
The Case |
