To help breathe new life into its ice cream packaging, Cumberland Farms enlisted Sheaff Dorman Purins (Boston, MA). Working with Cumberland Farms’ marketing and manufacturing departments, Sheaff designers conducted competitive research and explored a variety of approaches to develop new flavors, a new structure, and a new look for the packaging.
The ice cream tubs feature savory product photos and clear product identifiers to help differentiate between flavors. Designers took Cumberland’s great pride in the quality of their products and reflected it in the packaging by capturing a wholesome farm-fresh image with simple uncluttered photography and design. Cumberland Farms is a chain of 700 convenience stores on the East coast that manufactures its own bakery soda and ice cream lines. —ALR