I had a summer job at Publix and thousands of ice cream buckets are sold every week. I asked my coworkers and customers what flavors they would want to see this Fall Season. Butterscotch was a fan favorite.
Publix Limited Edition Ice-Cream for Fall Season
Publix was founded in 1930s by George W. Jenkins and became one of the largest employee-owned grocery chain in the nation, over 200,000 people working for the supermarket.
The Publix Company wants a new ice-cream limited edition product that fit there brand and increase sales this fall.
I will create a social media package that includes a social media post, package design and commercial.
My first thought was to create a playful, caramel theme. That would incorporate butterscotch and the season.
Secondly, I wanted to understand the target audience
Gen Z / Millennials / Gen X
African American Demographic
Third, I researched how the brand guidelines for Publix.
Lastly, I sketched and illustrated concepts and created mock-ups.
The package design shows the a aroma of butterscotch caramel diagonally across the box. With the ingredients in the middle.
The social media was a dominate color background with the Publix logo centered. Then the up-close image of the product on the right side of the canvas and a heading on the left side.
The font choice for the ice cream products is called Oberon standard it is old fashion and cursive writing.
The motion design skit was of one actor with no more ice cream for movie night, then the actor is thrown the ice cream. Finally it closes off with a Publix worker showing off the new limited edition ice cream available at Publix.
Yellow – Represents the caramel flavor and fall season.
Brown – Represent leaves and plants of the fall season.
Orange – Is used to highlight words and is a pumpkin color.
Green – Is the brand color for Publix.
To conclude, Publix hired CRJ to create a multimedia package to introduce the butterscotch ice-cream for the fall. The multimedia package comes with a commercial, social media posting, and package design. The result is a continuation of the ice cream on the shelves after much positive feed back and requests.