Frozen fancy

Subisú turned to Mexican branding and design agency Futura to help it create a concept for its range of fruit-flavoured ice creams and popsicles, including mango, watermelon and cherry.

Futura chose simple brown paper to reflect the product’s natural, hand-made origins and drew inspiration from the nostalgic power of the ice cream cone, giving it a contemporary twist.

‘The graphic concept is inspired by the naivety of children, when they still believe in impossible things,’ says Futura. ‘The name is a combination of two ideas: it is inspired by a traditional French song and is a play on the word ‘subibaja’, which means ‘see-saw’.’

The Big Picture: The unruly but optimistic spirit of Neo-Kitsch shows no signs of abating. Read our Wayward Whimsy design direction for more amusing and anarchic packaging.