Red Dot Design Award


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The new packaging design for the organic ice cream brand Melicena primarily addresses an urban target group. Creatively illustrated characters communicate the particularities of the different ice cream flavours. Together, they are the Melicenas, an Italian-German family, which represents the brand. Uniquely and individually designed, each family member stands for one ice-cream flavour and in addition, talks about a particular topic. The style-conscious packaging stands out from the competition and achieves a high recognition value.

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
  • illustration:
    Paulo Mariz
  • art buying:
    Cornelia Richter