For Callow’s we built a low-calorie ice cream brand from the ground up – from product concept and strategy, through naming and visual identity, to packaging and communication. The aim was to create a new proposition for consumers looking for indulgence without losing control of their calorie intake.

The nutritional information became the centrepiece of the design, treated as a distinctive brand device in its own right. A minimalist layout, light patterns and clear flavour coding communicate the product's innovation and help tell the variants apart.

The final result is a coherent, modern and easily extendable brand that states its advantage plainly, stands out in the freezer and provides a credible platform for further guilt-free products.