Our brief was to redesign the packaging sleeves for the Nice Blocks range. Nice Blocks are a dairy-free, fair-trade ice block, made with natural, organic ingredients.
The direction for this product was defined as “summer on a stick” — fun, exciting, and an explosion of flavour — evoking feelings of long hot days at the beach.
Despite their credentials, Nice Blocks are a fun treat first, natural and organic second. To meet the brief, the new packaging had to be bright, colourful and eye-catching, with a second-level communication of its natural attributes. The brand was already established as a healthy, ethical alternative, therefore, we could afford to prioritise visual impact over natural messaging.
We wanted to find a look that would create a sense of nostalgia among adults while also looking fresh and exciting to a younger audience. We chose to throw back to the 1980s — an era full of pop, eccentric prints and patterns — in a bright, vivid colour palette that would appeal to both young and old.
Inspired by the ‘sprinkle explosion’ of 1980s, each Nice Blocks flavour received its own pairing of loud colour and energetic pattern design, with each pattern characterising an aspect of the product. The designs are reminiscent of those used on board shorts, t-shirts and surfboards in the ’80s era. They shout summer, fun and flavour.