2011 Winners & Shortlists

Brief Explanation

The Lebanese ice cream market is value driven and people are incredibly loyal to the existing ice cream brands that they know. Launching a new brand into the market created a huge design challenge. The brand needed to win the trust of the distributors as well as consumers. Another key challenge was creating a mass market ice cream brand that encompassed eleven sub brands across different price points. The brand needed to embody the positivity of Lebanese culture and passion for spirited living. Each ice cream product had to reflect its own individual character, also fitting under the Cornelli umbrella.

The Brief

The agency was tasked with creating a brand new ice cream brand for the Lebanese market. The brand needed to be a mass market but quality ice cream brand which consisted of a multi tiered family of different ice cream products across different price points. As well as creating the brand identity that held the range together, the brief also included the product segmentation, product naming and packaging design for all of the exciting new products within the different tiers.

How the final design was conceived

The new brand was inspired by the Lebanese celebratory and passionate spirit for living. The brand truth is living life in colour or 'La Vie en couleurs'. This is married with the quality and flair of Italian ice cream making. The wafer illustration within the brand logo identities Cornelli as an ice cream brand and the colours reflect the brand truth. The packaging design of each different ice cream product highlights the individual experience of the product whilst simultaneously drawing it into the core Cornelli offer of 'living life in colour'.

Indication of how successful the outcome was in the market

Cornelli is still in its first year as a new brand. In the words of Fouad es Said, President of Transmed, "I have no doubt that, with these foundations, Cornelli could very soon become the leading ice cream brand in Lebanon."