Brownie Batter Ice Cream

Ben and Jerry’s Packaging Redesign

For this project, I focused on a packaging redesign for Ben & Jerry’s, specifically the “Brownie Batter” flavor. The goal was to improve the design by first researching the brand, its competitors, and the current market trends. I felt that the original packaging was unorganized, visually noisy, and outdated, with an overwhelming use of colors and no clear central narrative. It didn’t seem to reflect the indulgent, rich nature of the Brownie Batter flavor. My approach was to streamline the design, focusing on simplicity and clarity, while still maintaining the playful and quirky personality that Ben & Jerry’s is known for. By carefully considering the target audience, I aimed to create packaging that would better communicate the flavor experience, rich, indulgent, and fun, while remaining competitive in the crowded ice cream market. The final redesign used a more cohesive color palette, cleaner typography, and imagery that conveyed the essence of brownie batter in a visually appealing and organized way.

In this redesign, I focused on creating a consistent relationship of design across all sides of the packaging, including the lid. I wanted the entire container to feel cohesive, with each element working together to tell the story of the Brownie Batter flavor. The front and sides of the packaging shared a unified color palette, typography, and imagery, ensuring that the flavor’s rich, indulgent nature was clearly communicated. For the lid, I kept the design simple yet impactful, using minimal elements to complement the overall look. By extending the visual narrative to the lid, I ensured that no matter where the packaging was viewed, the design felt complete and harmonized. This approach created a seamless experience for the consumer, from the moment they first pick up the tub to when they open it to enjoy the ice cream.