De Lux

Visual Identity

Print & Packaging

The new brand strategy of Amicii and the new communication direction projected the rebranding process on all the sub-brands and secondary ranges in the product portfolio of the company. DeLux, one of the oldest ice cream brands in the market received "new clothing" that match the brand architecture, designed to support the price – quality – function positioning in the market. The design gives it the personality needed to ensure a strong visibility on shelf of products that are easy to recognise and recall among competing products.