Inspired by the Cornetto moments that bring people together over their favourite ice cream, we developed the creative idea of ‘Making the Moment’. It’s an idea linked to Cornetto’s roots as the original makers of creamy ice cream in a crunchy waffle cone, as well as how the brand inspires spontaneous, lovestruck moments.

We stripped out the synthetic effects from the previous logo and increased the ‘creaminess’ and fluidity to give it a younger, fresher feel. The new colour palette – which used to vary widely from market to market – now features a bright, optimistic sky blue and colours that you would associate with delicious, real food.

This playfulness is carried through to the copywriting around the pack, with fun and surprising details like "keep in the freezer (and close to your heart)” and "Best before… (anyone else gets them)”.

Carefully chosen typefaces perfectly conjure up both the creaminess and crunchiness that people love about Cornetto, whilst a playful ‘ice cream splat’ gives the seal of authenticity and quality. We’ve also set a new photography direction for the brand, moving it away from hyper-realised imagery towards more natural, real photography.

Our new global visual identity and packaging appeals to new generations of consumers, capturing the authenticity of the brand in a simple yet distinctive way. By championing the snap of the cone and the iconic chocolate tip, we have brought out the playfulness and spontaneity of the brand on pack.

It's a result that gets right to the heart of what Cornetto means to people, ensuring that the brand will be the maker of many more lovestruck moments for years to come.