Brand Transformation for Businesses Growing Across Asia • Up to 50% EDG Support for Eligible Projects. Limited Time Only

Inside Callery's:
Crafting a Distinctive Brand for a Gourmet Tech Product

Branding

Packaging Design

Three Callen's premium ice cream cups in Belgian Dark Chocolate, Strawberries & Crème, and Vanilla Bean flavors with black lids and label details on the fronts and tops only.

{ Project Overview }

Redefining ice cream by bringing together indulgent taste and healthier enjoyment.

Callery’s Low-Calorie Ice Cream was created with a clear ambition: to offer a healthier dessert option without compromising on taste or enjoyment. Challenging the common perception that healthier desserts are less satisfying, the brand introduces a more premium and appealing approach to reduced-calorie indulgence.

As one of the world’s first premium reduced-calorie ice cream brands, Callery’s brings together food science, safety, and culinary artistry to deliver the best of both worlds. opulent taste with minimal calories. The result is a distinctive gourmet product that reimagines how healthier ice cream can be experienced.

{ Creative Challenge }

Positioning Callery's as a premium, healthier ice cream choice in a market dominated by indulgence-first desserts

01
Callery’s goal was to offer a low-calorie ice cream that didn’t compromise on taste, leveraging food science and safety to redefine the indulgent experience
02
The broader perception of healthy desserts is that they lack flavor and richness, making it hard to inspire consumer confidence
03
Without a packaging and branding approach that balanced scientific innovation with sensory appeal, the product risked being seen as sacrificing taste for health claims
04
The challenge was to communicate “maximum happiness, minus the guilt” in a way that feels both transparent and delightful

{ The Solution }

Designed a visually inviting identity that blends luxurious indulgence with health-conscious clarity

Developed a brand identity and packaging system for Callery’s that communicates rich, artisanal indulgence while highlighting its low-calorie promise
Crafted a handwritten-style logotype with organic strokes and a playful smiley element to evoke texture, optimism, and a personalized care message
Applied high-quality close-up imagery and distinct color-coded labels for each flavor to drive instant recognition and flavorful transparency at a glance
Crafted a clean, concise layout combining strong imagery, transparent nutritional cues, and clear messaging to reinforce the brand’s “guilt-free enjoyment” promise

Person writes or marks a red nutrition label on a product sheet at a desk, with a can of cookies nearby and a Logitech mouse in the background

{ Brand Identity }

We were tasked to design Callery’s brand identity and ice cream packaging, communicating it as a rich yet healthier ice cream that you can indulge with Maximum Happiness, Minus the Guilt.

Logo Design

Inspired by the universal feeling of carefree enjoyment and joyful indulgence, we designed Callery’s logotype to exude a sense of rich expression and optimism. The handwritten strokes bring about a sense of dedicated understanding and personalised care for what most consumers are concerned about when indulging in ice cream. The play on thick to thin strokes and organic loops within the form reflects the creamy and rich textures of the product while the stylised smiley adds personality and recognition to the brand. The optimistic expression as the face enjoys scoop after scoop of ice cream reflects the joy and guilt-free enjoyment of Callery’s.

Packaging Design

Callery’s packaging designs feature high-quality close up of its ice cream flavours. These imagery, coupled with distinctively coloured labelling help consumers easily identify between flavours and recognise the brand on the market shelf. Simple, clear and concise, the strong imagery style, typography and graphics facilitate easy understanding of the product values, reinforcing its transparency and honesty in what the Callery’s brand offers.