Algida Classics in red | 2022-2023

Designer: Alice Tacconi, Valerio Tizzi, Reverse Innovation, Milan (MI), Italy
Manufacturer: Unilever Italy SpA, Rome (RM), Italy

The true strength of a classic lies in its ability to reinvent itself. Once again, our agency collaborated with Unilever on the packaging design development for Algida Classics. In this daring project, the iconic Cremino, Croccante, Fior di Fragola, Liuk, Lemonissimo, and Bikini packs were uniquely and unmistakably colored red for the first time. This strategic redesign aimed to enhance visibility both in bars and supermarkets, ensuring a consistent and recognizable presence.

The objective of this packaging redesign operation was to maintain the recognizability of Algida's iconic products in a competitive landscape where private labels are rapidly catching up with brands. Leveraging our experience with such products, the designers fearlessly embraced a bold approach, presenting packaging in shades of red that only Algida would permit. Red, an uncommon brand identity color in the ice-cream industry accustomed to softer blues, holds historical significance for Algida from its inception.

This project demonstrates that there is room for innovation, even in the realm of ice creams that evoke childhood memories. It signals an unusual, non-conservative approach while retaining elements of recognizability. Notably, the representation and brand naming of the product stand out, alongside the milk splash, emphasizing the uniqueness of ice creams that prioritize high-quality ingredients and taste. The spotlight is on high-quality fresh Italian milk, prominently featured, along with the commitment to using only 100% Italian fresh cream.

Equally original is the reversal of the brand colors, with red appearing on a white background in this line. The packaging redesign served as the starting point for a comprehensive project that extended to pop materials. Key visuals were created, focusing on elements highlighted on the packaging – taste, indulgence, ingredients, and historic legacy. This holistic approach ensures a cohesive and impactful representation of Algida Classics throughout various touchpoints.