Title	DIVINO
Brand	ICE ITALY
Product/Service	FROZEN GELATO DESSERT
Category	D01. FOODS
Entrant Company	LEWIS MOBERLY London, UNITED KINGDOM
Advertising Agency	LEWIS MOBERLY London, UNITED KINGDOM

Name	Company	Position
Mary Lewis	Lewis Moberly	Design Director
Sarah Cruz	Lewis Moberly	Designer
Lucilla Lavender		Illustrator

Brief Explanation

The product is a super premium product, created by hand and at a significant price premium to other sorbet and ice cream brands. It had to be launched without any marketing budget beyond the packaging creation. The name and design needed to evoke the product experience and create a real wow within the freezer cabinet. It needed to feel both precious and instant, beautifully cold, and desirable, passionately Italian, and globally understandable.

The Brief

Ice Italy produce exquisite frozen fruit and nuts that are hollowed out and refilled with all natural sorbet or ice cream. They sold these delicacies to hotels, restaurants and catering companies, and saw an opportunity to create a consumer facing brand The brief was to create a disruptive design and name that, in the absence of any other marketing activity, would gain attention and distribution on a global scale.

How the final design was conceived

The name Divino (Italian for Divine) is globally understood. The identity celebrates a unique, hand made product. It focusses on the oral sensation of fruity taste and celebrates the exquisite product. It has impact, intrigue and desirability.

Indication of how successful the outcome was in the market

Divino has been met with unprecedented success. Following the creation of the new brand identity, the company value increased by 250% even before new distribution was secured. The brand launch strategy was to seed the brand in UK retailers like Wholefoods, local delis and Partridges, in which it has done very well. Ice Italy are currently securing distribution on America, the Middle East and the rest of Europe based on the strength of the desirability of its identity.