Cubilose ice cream is based on a dualpurpose packaging design concept. The tinplate material has been used for ice-cream packaging in an innovative way to differentiate it from competing products. Tinplate containers make the ice cream easy to store and use, while also providing enhanced protection against leaks and temperature stability. The second purpose is reutilisation. To achieve the latter, the tinplate ice-cream containers feature black-and-white illustrations with decorative European countryside garden motifs that increase the collector’s value, in order to prevent them from being thrown away.