Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Costco inspires package update for legendary treat

The It’s-It Ice Cream Treat, billed as “A San Francisco Experience Since 1928,” was created nearly 100 years ago exclusively for the city’s now-extinct Playland-at-the-Beach seaside amusement park.

Pw 5875 Its It Before

Since then, the chocolate-covered, oatmeal-cookie ice-cream sandwich has had a loyal following both in the San Francisco area and in nearby cities.

But when the Burlingame, CA-based ice-cream maker began selling its product farther afield, in Costco club stores throughout California, it found that its 1920’s era package graphics—easily recognizable to the initiated, but lackluster to newcomers—required a retooling. “Because the product was going outside of where it had a following, it needed to work much harder to communicate,” says David Gauger, agency principal for design firm Gauger + Assoc. (www.gauger- associates.com), which revitalized the product’s 12-pack club-store carton.

Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
Learn More
Pharmaceutical Innovations Report
Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability