Zrozumieliśmy Kiedy Dorośliśmy (Old enough to understand what is the most delicious ice-cream)

Task: to develop a new brand for ice cream, which will help to stand out among a large number of competitors on the shelf. We made consumer research to understand the audience better. A brand strategy was based on this research.

Excerpts from the strategy: Ice cream brands often look too childish, although the truth is that real ice-cream lovers are adults. Too often there is ice cream on the shelves of Belarusian stores that causes nostalgia for Soviet past, but the majority of consumers are not in the age to be nostalgic about it. The older you get, the simpler ice cream you choose - simple vanilla or chocolate classic tastes rather than “complicated mixes”. Thus it was necessary to develop a brand that would be understandable to modern "adult" consumers.

Creativity: the name “Выросли-поняли” (Old enough to understand) perfectly describes the brand philosophy and fends to a well-known phrase familiar to everyone from childhood – “When you are old enough, you’ll understand”.

The name is completed by the concise design with true-life phrases that are understandable to adults.

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