3 FRIENDS – Brand strategy, identity, packaging and communication
Ready to take on the world
The business target
How can a beloved Finnish brand charm international markets?
Kolme Kaveria – or 3 Friends – had begun their journey towards crafting ice cream from scratch that exuded passion and was packed full of natural deliciousness. They dominated the Finnish market and soon wanted to share their joy with an audience who knew nothing about their tale – the rest of the world. They chose Kuudes to help them find clever ways to communicate their excitement, dedication and story in international markets packed with competition.
Flavour without secrets
Like the relationship between best friends, this ice cream has no secrets. It’s made with good, honest, all-natural ingredients – there’s no reason to hide anything. We were briefed to advance the design evolution, rather than revolution – so we kept the iconic orange brand colour but injected more vibrance into it.
To really jump out of supermarket freezers, we wanted the bold number 3 and beloved brand name to dominate the visual identity. The carton’s rotated typography of 3 KAVERIA was inspired by a signpost in Italy and brought to life with a custom-designed font by Juho Hiilivirta.
A celebration of flavours and passion
We completely redesigned the communication and tone-of-voice for the 3 Friends brand, as well as digital presence. The new website was built on the brand philosophy and their unwavering devotion to sustainability and craftsmanship. Every ice cream variety is made with love – that’s why each deserves individual subpages to focus on the ingredients, and reasons for choosing them. Casual but confident imagery introduces the delicious flavours in their new packaging – leaving fans to concentrate on enjoying incredibly tasty ice cream.
The 3 Friends brand is now taking over freezers around the world with their ice cream tubs and new ice cream bars putting smiles on faces in many different countries – after all, who doesn’t love delicious ice cream with a true story?
“One could call it an instant crush. When we first met, the team from Kuudes asked all the right questions. They turned out to be a great partner with a lot of knowledge on consumer behaviour and experience with single-packed consumer goods.
After all, our passionate fans were the ones who created our brand, so we needed consumer insight. We are very happy with our new brand identity and especially our new ice cream pints! Best of all, we made new friends and the brainstorming continues – with some ice cream, of course.”
– Heikki, one of the 3 Friends
For more information:
Jari Danielsson
CEO, Kuudes Nordic
jari.danielsson@kuudes.com
+358 40 730 9612
Brand images by Juho Huttunen of Duotone.
