What do customers care about even more than real ingredients? Being real.
With almost 40 years in the frozen novelty market, LUIGI’S Real Italian Ice has established itself as a family brand known and loved for its clean ingredients and authentic roots. But as the field continues to experience incredible growth—with novelties set to overcome ice cream by 2025—LUIGI’S came to 160over90 in hopes of not only elevating their brand, but increasing affinity in a crowded field of competitors.
Our team knew customers recognized LUIGI’S as a delicious “anytime” treat—one with no artificial sweeteners, no allergens, no fat, and no high-fructose corn syrup. Now we had carte blanche to think bigger, building on an already-strong foundation to cultivate a brand personality like no other. We set out to develop a look and feel that would connect customers not only with LUIGI’S treats themselves, but with the entire ethos and personality of the brand—cultivating consistency among brand-loyal shoppers, and grabbing the attention of younger demographics in the process. Our design system revamped the look and feel of the brand with pops of bright color, bold typography, produce-inspired stickers, and a motley gang of animated “Fruities”—all contrasted with the pure and simple joy of that signature little white cup.
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