Sugar Pie is a rebrand of Eskimo Pie which is an American brand for chocolate-covered vanilla ice cream bars. However, many found the name derogatory and the brand was seeking to rebrand itself. The new brand identity Sugar Pie, takes the flavors of the ice cream brand but also utilizes the different history and ideas which started the brand to create a new packaging system that becomes more friendly and approachable. Sugar Pie has one hero item: the vanilla bar, and four sub-items: quart ice creams, waffle cones, sprinkles, and an ice cream scooper.
The ice cream bar that started it all changes its form to reflect upon the new visual identity system. There is also a more sustainable approach to the packaging. The exterior packaging is made solely from molded pulp which is a collection of recycled paper, cardboard, and natural fibers and the wrapper of the ice cream bar transitions from the familiar silver foil to recyclable paper that also aligns back to the idea of sustainability.
The quart ice cream takes the delicious flavors and turns it into a larger quantity. The exterior packaging takes the form of the vanilla bars. It also provides a variety of products that gives customers the opportunity to experience the brand through their particular taste or desires.
Additional sub-items create a holistic brand system when the graphic elements get applied into different surfaces and items.
Within the poster series, I focused on utilizing imagery that could support the visual identity system. Its purpose was to inform customers of the ice cream brand and also
