Dreyer’s was at a critical crossroads, fighting to defend shelf space as new competitors entered the category. The brand needed not just to refresh, but to reestablish a unique point of view in order to connect with a new generation of ice cream lovers.
We worked with the brand owners to articulate the Dreyer’s story by getting back to its roots — celebrating its founding by ice cream maker William Dreyer and candy maker Joseph Edy, its early days as a beloved Oakland, California scoop shop, and its place in the lives of families across the country.
This authentic story led to a design that combined the best of Dreyer’s heritage with a sense of pride and ingredient transparency relevant to today and helped the brand reestablish its leadership position in the freezer. We think that’s pretty sweet.