Kulfi is a traditional Southern Asian take on ice cream that is dense and creamy at the same time. Kaurina's followed the traditional recipe and had cornered the market in Dallas-area Southern Asia marts. Wanting to move into larger regional and national markets with Costco and other large grocery retailers, they knew they needed to update the look and reposition the company for the non-Asian market not familiar with Kulfi.
Competitive analysis of brands with traits that the client admired helped define territories to explore.
With the decision to focus on the the more luxurious texture and price point first with the healthier than ice cream message coming second, elements from two of the territories helped inform the final design of the new packaging. The hint to the the South Asian roots comes from the the use of the paisley pattern in the background. The updates from the before and after below demonstrate the repositioning for a new category in the general grocery store market that doesn't alienate the smaller South Asian markets. The change was dramatic and eye-catching.
Full-size, four pack featuring Malai, Pistachio Almond, Mango, Strawberry, Vanilla and Chocolate.
Snack-size, four pack Mango.
Full-size, six pack Malai, Pistachio Almond, Mango, Strawberry, Vanilla and Chocolate.
Variety pack for Costco markets.
Individual wraps for South Asian marts.
Pint designs for future product lines.
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