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A package redesign for Kemps/Marigold Foods' Brown's Velvet Ice Cream. (Retail).

How do you update a package design for a brand of ice cream rich with Southern history?

By respecting its heritage and creating a design that resonates with current consumers but still reaches out to a new audience, according to packages design firm Mackey Szar.

The Minneapolis-based design firm recently completed a package redesign for Brown's Velvet Ice Cream, a Kemps/Marigold Foods brand of premium brand of ice cream popular in the South and Southeastern United States.

"Brown's Velvet was first introduced in New Orleans in 1905," explains Raquel Melo, senior project manager at Kemps, "so its roots go back almost 100 years. It is truly a Southern tradition."

Since Kemps/Marigold Foods was converting all their ice cream containers from convocans to scrounds, they felt the time was right to also update the package's front panel design, and called on Mackey Szar to tackle the job.

Mackey successfully achieved the objective by using a letter style very close to the previous package for the Brown's Velvet name, and by adding shading and shadows to the lettering. "Most consumers probably won't even notice that the lettering is slightly different," says Mackey. "They'll just know it has a cleaner, more updated look."

The redesigned Brown's Velvet Ice Cream containers are currently available at selected grocery stores in Florida, Mississippi, and of course, New Orleans.

For information contact Robin Smothers at 763-525-8750.

E-mail: robin@rmspr.com
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Comment:A package redesign for Kemps/Marigold Foods' Brown's Velvet Ice Cream. (Retail).
Publication:Frozen Food Digest
Article Type:Brief Article
Geographic Code:1USA
Date:Apr 1, 2003
Words:235
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