The Norwegian ice-cream company Diplom-Is seeks to strengthen its market position by giving its core product, the ice-cream tub, a more premium look and feel.
Diplom-Is has been a symbol of everyday joy in Norway for more than 90 years. The story began in 1930, when local dairies joined forces to create ice cream made from the finest milk.
Since then, Diplom-Is has grown from a small dairy initiative into one of the most recognized ice cream producers in the Nordic region.
A tub for many deserves a premium touch
The redesigned ice-cream tub embodies premium quality while maintaining approachability.
Individually appealing, collectively powerful.
The design acts as a supporting element in itself, as the boxes together create a cohesive system in the freezer display. Placed side by side, they form a clean, curated visual where each package design flows into the next. Together, this creates a strong “here I am” effect that makes the brand highly visible.
Reframing the system to allow brand autonomy.
I moved away from a single visual identity and restructured the system to better reflect the market reality. Iconic products like Lollipop, Kræsj Pink, and Gullpinne already function as strong, standalone ice-cream brands, and should carry that identity even in tub format.
The system now gives these icons more autonomy through distinct colour worlds, while the classic flavours remain a more unified and traditional category within the same structure.
Quicksand Medium: The bold, friendly character of Diplom-Is comes through in every scoop. This weight is used for headings and product names, bringing warmth and approachability to the brand.
Quicksand Regular: Diplom-Is has been Norway's favorite ice cream since 1930, crafted with care from the finest dairy. This lighter weight provides clarity and readability for body text and supporting information.
Shelf impact meets campaign power.
Social media and print advertising materials showcase the refreshed brand identity across various platforms.
