Simon Pendry redesigns Dale Farm Rapture

Branded packaging design specialists, Simon Pendry, created a new packaging design for ice cream bar range, Dale Farm Rapture.

The brand considered its previous packaging design dated and generic, with the brand name acting as a manufacturer’s marque rather than a proud brand.

Simon Pendry’s approach sought to give the brand its confidence, by using a chocolate band that aims to visually describe to buyers the product experience of biting into the ice cream.  The packaging further heroes the belgian chocolate by highlighting it in a consistent device across the range, and by bringing the product shot of the bar to the forefront to reassure on taste.

In the refreshed packaging, the variants are clearly depicted with vibrant-coloured changing backgrounds to simplify navigation across the range.

The creation of a ‘signature’ range for the milk chocolate and white chocolate variants aims to highlight them as the pioneering original flavours that will always be the classics. Simon Pendry also developed a suite of point-of-sale items to communicate with one voice to the consumer at shelf.