Halo Top Portfolio Refresh
Halo Top is celebrated for its innovative approach to crafting delicious frozen treats with a health conscious-twist. As they have become the pioneer within the category, the brand has grown into multiple new subcategories. With this growth, the task was to create a new strategic portfolio organization that allows consumers to clearly delineate the sub categories, while still celebrating the imaginative fun of the brand. The new design created a unified system that highlighted each benefit and expressed flavor in its own unique way.
Role: Senior Design Director
Packaging Hierarchy
The brand is all about the and the guilt-free benefit that gets consumers excited to indulge. The new system is strengthened by allowing the hero benefit and brand to be a focal point and beacon on pack.
Built from the scoop, the brand world expands into new background patterns that celebrate the experience of the flavor. Each flavor immerses you into the creative fun that ice cream should be, with accents of texture, swirls, and ingredient cues to create the product experience at shelf.
As the Halo Top brand continues to grow, the gold halo is the dimensional consumer touchpoint that unifies the portfolio as one and brings the premium quality of the brand forward.
