Carte D’Or Affogati ice-cream: the new, sustainable pack.

Carte D'Or is a leading brand in the ice-cream in tubs segment in Italy with a large portfolio representing 25 million plastic packaging items per year (= 1200 tons of this material). In 2021, the brand converted the packaging of the Carte D'Or Affogati line from plastic to 100% compostable and recyclable paper.

The brief requested a restyling of the range, while maintaining its recognizability. The qualities of the product (flavour, creaminess, softness) had to be communicated in this transition from a transparent to an opaque container, as well the sustainability of the new pack. The target consumers are adults open to experimenting with new tastes, as well as new consumers, who are aware of environmental issues.

The new graphics are inspired by the transparency of the earlier plastic container. The realistic image of the ice-cream offers the “perception” of seeing the tasty content. A white band communicates the product information and the "green seal” declares the compostable character of the packaging.

The lid of the tray features a transparent window in compostable ecofilm, with an elegantly irregular die-cut, which allows you to observe the actual contents. Here, the graphics emphasize the appetizing ice-cream with the representation of a tempting portion.