Café Zero is a brand of frozen coffee drink sold by Unilever in Europe. It was launched a few years ago as a sub-brand of its ice cream brand (the "Heartbrand"). Earlier this year, it was relaunched as standalone brand with a new look by London-based Carter Wong Design.
The agency gave Café Zero its own mark, a coffee bean combined with a snowflake, that dominates the packaging. The "Heartbrand" takes a step back and is only seen as an endorser in point-of-sale graphics.
From Carter Wong's case study:
"Café Zero, a frozen coffee drink, came to us with a challenge; how to bring credibility and individuality to a brand that had been launched a couple of years ago, with its design having been dominated by our Heartbrand logo as a product endorser.
Our answer was to create a mark that seamlessly unified the two key product attributes; a coffee bean at the heart of a stronger simpler graphic snowflake. This now takes centre stage on our new packs and POS with the Heartbrand acting in more of a support role.
Individual graphic patterns have been introduced for each variant depending on their taste and mood characteristics. New hero product, the Exxxpresso, received its own hazard language of black and yellow, to reflect its ultimate caffeine strength.
Cabinets and POS received the same dynamic makeover to distance Café Zero away from the ‘beige language of the iced coffee category’ towards a dark but more sophisticated world."
An individual look for the new "Exxxpresso" product: