Turner Duckworth reimagines Reese’s Ice Cream packaging

In order for consumers to associate the Reese’s brand with its frozen treats, and not just its Peanut Butter Cups, it turned to Turner Duckworth to redesign its Ice Cream packaging. Hoping the rebrand would burst with confidence and pave the way for off-pack expansion, the agency introduced a new typeface inspired by the product’s gooey consistency, along with a richer colour palette.