Redesigning Ice Cream
Callery’s Low-Calorie Ice Cream was born from a clear objective – to bring healthier desserts without compromising on taste and enjoyment. Healthy foods, especially desserts, have always had a reputation for tasting bad. Callery’s Ice-Cream, one of the World’s first Premium Reduced-Calorie Ice-cream was created to bring out the best of both worlds - Opulent Taste, Minimal Calories. By combining food science and safety with culinary arts, Callery's bring the world a truly unique gourmet product.
Crafting a Gourmet Ice Cream Experience That Feels Indulgent Without the Guilt
THE CREATIVE CHALLENGE
Positioning Callery's as a premium, healthier ice cream choice in a market dominated by indulgence-first desserts
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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
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The broader perception of healthy desserts is that they lack flavor and richness, making it hard to inspire consumer confidence
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Without a packaging and branding approach that balanced scientific innovation with sensory appeal, the product risked being seen as sacrificing taste for health claims
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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
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Developed a brand identity and packaging system for Callery’s that communicates rich, artisanal indulgence while highlighting its low-calorie promise
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Crafted a handwritten-style logotype with organic strokes and a playful smiley element to evoke texture, optimism, and a personalized care message
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Applied high-quality close-up imagery and distinct color-coded labels for each flavor to drive instant recognition and flavorful transparency at a glance
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Crafted a clean, concise layout combining strong imagery, transparent nutritional cues, and clear messaging to reinforce the brand’s “guilt-free enjoyment” promise
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
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.
"This Singaporean low calorie ice cream tastes just as good as regular ice cream."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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