Since Ben Cohen and Jerry Greenfield churned the first batch in 1978, Ben & Jerry’s has far transcended just ice cream. Instead, it’s something of a cultural staple, a lifesaver, the key ingredient to a night in. Even the tub itself is iconic, and recently, that tub got a serious upgrade.
Resigned by Pearlfisher, the new packaging keeps the whimsical personality Ben & Jerry’s has come to be defined by, and that’s what’s so cool about it (literally). The brand has always thrived on it’s quiet Burlington, Vt. roots, represented by the rolling hills, blue skies and infamous Ben & Jerry’s cow printed on each pint. Understanding that this background provides almost as much comfort as the ice cream itself, Pearlfisher built from it. And the best part? The addition of the flavor tower. Mouthwatering just to think about, the new design addition takes the busyness of the previous packaging and streamlines it, cherry still on top.
“Consumers already love Ben & Jerry’s indulgent flavors and the brand’s effusive personality, said Creative Director Hamish Campbell in a press release. “Our job was to take that personality and use it to express how premium the product is. The flavor towers play with gravity and scale, creating indulgent larger than life taste expressions.”
And that’s exactly what it does. Not to mention how the cow now appears in different poses and activities aka juggles pistachios and strums a cherry, um, guitar. Check out the redesign in the gallery above, and take a look at Pearlfisher’s charming video documenting the evolution below.