Frozen fancy

22 : 09 : 2015 Subisu : Futura : Ice Cream

Mexico – Subisú’s range of frozen treats will have adults and children alike chasing the ice cream van.

  • The branding bridges the gap between child and adult
  • The packaging uses wayward graphics and a neon palette
Subisú branding designed by Futura, Mexico Subisú branding designed by Futura, Mexico
Subisú branding designed by Futura, Mexico Subisú branding designed by Futura, Mexico
Subisú branding designed by Futura, Mexico Subisú branding designed by Futura, Mexico
Subisú branding designed by Futura, Mexico Subisú branding designed by Futura, Mexico

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.