Iron Packaging Design · 2024
Neev Ice Cream Package
- A' Design Award 2024 Iron Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: Neev
- Estimated Number of Design Views: 14,292
- Verification code 50868A1341 · Verify this award
About Neev Ice Cream Package
In this design, which is named with musical techniques, it is tried to harmonize the illustrations on the package with the name of each product. The illustrations are drawn in a simple way with a beautiful technique and various colors according to the taste of each ice cream. In the design of this packaging, an interaction between music and ice cream flavors has been created. The purpose of this packaging is to combine the different feelings of listening to music and eating ice cream. So you might want to experience it and listen to a piece of music with the same theme while eating ice cream.
Press Kit
- Unique Properties
- In this design, the name of each product is compatible with the illustration on the packaging, such as solo, duette & … . Eye-catching illustrations with special techniques and various colors are other features of this packaging. These things create focus and visually the viewer's eye remains fixed and curious. Another feature of the package is the focus on the music and the musician.
- Dimensions & Packaging
- Capacity: 170 ml
Mouth: 80mm
Depth: 62mm - Tags
- Ice cream Package, Ice cream, Music, Neev, Vanilla Ice cream, Chocolate ice cream, Tropical ice cream
- Production Technology
- Printing method: IML
IML Applicable, Tamper Evident, Microwave capability, freezer capability - Design Challenge
- Using different ways to show excitement is a challenge for every designer. In this packaging, an attempt has been made to use a design that is not related to food and to connect the tempting world of edibles with another tempting world, and that is music that has reached a spiritual interaction with ice cream.
- Project Duration
- The project started in October 2022 and finished in April 0223 in Shiraz, Iran
- Operation Flow
- The relationship between excitement in listening to music and eating ice cream. This is an interaction. Different feelings when listening to music are like the excitement of eating ice cream. The pleasure of each represents the feeling we need at the moment, and having each at the same moment balances the inner state and gives a good feeling. During the design of each of the designs, the designer listened to the same style of music and familiarized himself with the same topic so that he could coordinate the illustration with the music.
- Research
- Behavioral examination, etc
- Inspiration
- The inspiration for this design is music. A song has different effects in different parts. This is also the case in the enjoyment of eating ice cream. Tastes and feelings are like musical notes and have different effects depending on the environment and place.
- Image Credits
- Illustrator / Creator: Mohsen Koofiani
Colors of Neev Ice Cream Package
Grand Interview about Neev Ice Cream Package
The idea began with the observation that both music and ice cream trigger emotional memory. Each has rhythm, tone, and tempo that influence human mood. I wanted to merge these sensory experiences to visualize how taste could sound.Each flavor became a musical composition: Solo for deep, bold chocolate; Duette for the romantic blend of vanilla and berries; Rhythm and Melody for tropical and chocolate variations. By connecting auditory structure to gustatory pleasure, the packaging itself became an orchestra of flavors.
To visualize this connection, I employed vector-based illustration with sharp yet flowing forms, reminiscent of musical waves. Layering and rhythm were central principles: shapes repeat like melodies, and color transitions echo tonal shifts.The key was harmony between abstraction and legibility. Each artwork had to sing, not literally, but emotionally. The result was a symphony of color, shape, and tempo that mirrors both sound and flavor.
My painting background guided the entire creative structure. Compositionally, I treated each package as a stage where movement, balance, and color dialogue occur.I relied on chromatic harmony rather than contrast; each tone was tuned like a note to express mood: warm reds and violets for passion, mint greens for freshness, and creamy neutrals for calm. The painter’s intuition about rhythm and negative space was crucial in achieving emotional fluidity across the series.
The research focused on cross-sensory perception, how auditory cues influence taste perception. Studies show that high-pitched sounds enhance sweetness, while low-pitched tones evoke richness.By mapping these emotional parallels, I built a design system where melodic visuals corresponded to the taste profile. This approach turned packaging into a synesthetic bridge, where the act of choosing ice cream feels like selecting a favorite song.
Using In-Mold Labeling (IML) presented precise color limitations and alignment challenges. Musical illustrations rely on subtle gradients and overlapping transparencies, both difficult in IML due to heat fusion and plastic curvature.To overcome this, I optimized the artwork for layer durability and visual integrity, simplifying gradients into color zones while maintaining visual rhythm. Technical precision became part of the aesthetic discipline.
The balance emerged through discipline: the package had to protect, preserve, and perform, but also inspire. By designing within strict technical parameters, I discovered creative opportunities, for instance, using lid colors as rhythmic cues that connect product variants visually on-shelf.This synthesis of art and function transformed the packaging into both a practical container and a sensory narrative.
Each musician illustration was developed as a symbolic performer of the flavor’s emotion. The guitarist, flutist, cellist, and harpist are not literal depictions; they represent moods of taste.The design process started with expressive sketches, refining body gestures to evoke rhythm and harmony. Simplified geometric anatomy and dynamic postures help the viewer “feel” sound without hearing it. Every pose visually conveys the flavor’s personality.
Neev’s design aligns with the current movement toward experiential minimalism, packaging that communicates emotion through abstraction rather than excess. While many ice cream brands rely on hyper-realistic imagery, Neev offers a cultural and artistic narrative.Its fusion of art and sensory storytelling positions it within premium emotional branding, appealing to design-conscious consumers seeking meaning beyond indulgence.
Music is a universal language; this was the foundation. I intentionally avoided any cultural specifics, focusing instead on emotion through posture and color. The musical metaphor transcends language and age: a child sees joy, an adult perceives nostalgia.By using abstract illustration, I ensured the design could communicate universally human emotions, excitement, harmony, and pleasure across markets and demographics.
Neev represents my belief that packaging can be multi-sensory storytelling. The future lies in fusing sensory channels, sight, touch, emotion, and even sound, into cohesive brand experiences.This project reaffirmed that visual silence and rhythm can create deeper emotional engagement than literal imagery. In future works, I will continue to explore synesthetic design, where form and feeling unite into one seamless sensory dialogue.