Red Dot Design Award


Melicena | Red Dot Design Award

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The corporate design for the German organic ice cream brand Melicena showcases an inventive and unique image language. The corporate identity successfully appeals to the educated urban middle class in an emotional way. The brand messenger is a highly likeable fictional Italian-German family, the Melicenas. Uniquely and individually designed, each family member stands for one ice-cream flavour and in addition, for a particular topic. The characters are not only to be found on the ice cream cups, but everywhere: on promotional materials, on the Internet and in advertisements.

Red Dot Design Award

  • Client:
    Novescor GmbH, Mainz
  • Design:
    Leo Burnett Germany Leo Burnett Läufer, Berlin
  • creative direction:
    Andreas Pauli, Andreas Läufer, Julia Rottmann, Alexander Haase
  • art direction:
    Anna-Lena Petersen
  • text:
    Christian Vonscheidt
  • illustration:
    Paulo Mariz