Kulfi is a traditional Southern Asian take on ice cream that is dense and creamy. Kaurina's followed the traditional recipe and 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.
The luxurious texture was the primary focus of the new packaging with the healthier than ice cream message coming second. The hint to the South Asian roots comes from the the use of the paisley pattern in the background. The updated packaging was dramatic and eye-catching.
Full-size, fou- 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 design for future product lines.
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