MISSISSAUGA, Ont.-The Toronto office of Anthem Worldwide has designed new packaging for Nestlé Canada's Real Dairy Natural Ice Cream.


The main objective behind the packaging's fonts and colours selection was based on the idea of pure and simple, says Anthem creative director Gary Oakley. “The idea of a white background, to almost suggest milk and the cream accents on the lid drive the milk and cream combination.” A customized Futura was used for the lettering, says Oakley. “It's easy to read and see through the glazing of the in-store freezers. But because it is a clean, simple font, it supports a sense of realness and believability in the product.”

In order for the product to stand out in store the colour tones were lightened, says Oakley. “The lighter we made it look, the more it would stand out against the competition in the freezer,” he says. “They use illuminated refrigeration these days so to actually separate ourselves and make ourselves look brighter and lighter stands out against the competition.”

Nestlé has been a long time client of Anthem's. “We talked and explored a lot before doing any sort of design,” says Oakley. “They wanted us to focus on the idea of real ingredients. We did a lot of exploration to get to the core of the idea but it made the design much easier.” Contact: Anthemww.com, Nestle.ca