Sales of Vue Cinema’s own-brand ice cream were underperforming when compared with other mainstream
brands they stocked such as Ben and Jerry’s that already set a high standard for taste and quality.
This was mainly down to the range being overly complicated, feeling outdated, and lacking in broad appeal.

The brief was to rebrand and launch the product under the new name of Avalanche
and create a retail toolkit and campaign that matched the drama of the big screen.

We explored multiple stylistic approaches in an effort to find a solution that appealed to a broad age range.

Vue’s ambition was to 'sprinkle a little bit magic on to every possible moment’ in the film build up.
For food and drink this meant being unapologetically indulgent.

We wanted to encourage cinema-goers to give in to the little treat that has a big impact.
We had to bring the product to life in a styling that matched the drama of the “Avalanche” name
and the big screen experience through an exciting, high-energy, colour-popping VI.

The product had to appeal to a broad demographic and age range whilst working seamlessly
alongside Vue Cinema’s existing branding in the cinema foyer setting.

AVALANCHE, DRAMATICALLY INDULGENT