A trip to the tropics for your taste buds

Our collaboration with Magnolia Ice Cream started with a simple branding exercise. The goal: Define a unique position that would help popularize some very exotic ice cream flavors. We’re talking Purple Yam and Avocado-kind of exotic.

The brand, which had been available in the U.S. for generations, was sold primarily to the Filipino community. The new brand positioning, targeting millennials and young families who want to travel with their tastebuds, was “A Taste of Paradise”. We brought the flavors to life so, with one spoonful, you’re on holiday with the sounds of the ocean, sand between your toes, beach parties with piña coladas and joining those surfer dudes to catch some waves. The copy-driven graphics are bold and attention getting, while highlighting non-traditional flavors and the Filipino culture behind them. It has expanded the market creating a clear point of difference in a competitive category dominated by chocolate, vanilla and strawberry.

More recently, Gauger + Associates has created packaging for line extensions as well as applied the brand imagery to architectural graphics and merchandising for the first Magnolia Ice Cream scoop shops in Las Vegas and two locations in Hawaii.

The packaging has garnered numerous design awards and has been featured in the Wall Street Journal and SELF Magazine. Cowabunga!