Unilever has announced that it is spinning off its ice cream division to focus its product portfolio.
My team created a new ParentCo to house the current Unilever ice cream brands that can be distinguished from competitor holding companies.
Consumers are a key driver in the perception of employees and investors.
Make the parent brand connect to consumers beyond its corporate/investor audiences.
Stand out by embodying the array of familiar experiences people associate with ice cream.
Take inspiration from lifestyle brands to create a greater "brand universe"
Ice cream is more than just a food, operating more like an object of lifestyle.
Ice cream parent brands don't meaningfully stand out, relying on legacy and surface-level traits in the category.
(ie. Disney, LMVH, Mattel)
FINDING 1
FINDING 2
FINDING 3
OPPORTUNITY 1
OPPORTUNITY 2
OPPORTUNITY 3
Brand Pillars
Shared Satisfaction
That contented sense of presence you feel in good company.
Comforting Rituals
The normal occurrences we make special in our
everyday lives.
Collective Familiarity
The array of attributes we all resonate with in ice cream.
Brand Character
The Call Of Contentment
A cozy and convivial wise spirit.
Embodied Joy
Characterized by a foundational state
of consistent contentment—derived from within
and amplified through community.
Warm & Wise
Cozy and convivial, possessing
a magnetic sense of surety & insight
to impart the wisdom of enjoying the small things.
Familiar & Fun
Like we’ve already known each other for a long time.
Brand Purpose
Foster what’s special in the everyday.
SCENARIO
Unilever has announced that it is spinning off its ice cream division to focus its product portfolio.
My team created a new ParentCo to house the current Unilever ice cream brands that can be distinguished from competitor holding companies.
BRAND GOAL
Create a consumer belief that the products under the new ParentCo are the premier ice cream brands. The new ParentCo should operate as a seal of approval for all of its products.
(This has been put into practice with the "Walls" sub-brand in Europe)
BRAND NAME
Dulcet.
Adj. Sonically Sweet
A metaphor for the sweet sound we're adding to moments
Inspired by the parallel between good ice cream & good music.
CURRENT BRAND STATE
Unilever is one of the world's largest consumer goods companies with products under the categories: Beauty & Wellbeing, Personal Care, Home Care, Nutrition, and...Ice Cream?
Research Findings
Ice cream parent brands don't meaningfully stand out, relying on legacy and surface-level traits in the category.
Ice cream is more than just a food, operating more like an object of lifestyle.
Make the parent brand connect to consumers beyond its corporate/investor audiences.
Stand out by embodying the array of familiar experiences people associate with ice cream.
Take inspiration from lifestyle brands to create a greater "brand universe"
(ie. Disney, LMVH, Mattel)
Brand Opportunities
Consumers are a key driver in the
perception of employees and investors.
BRAND CONCEPT
Our fondest associations with ice cream tie back to simple, sweet moments in our everyday lives.
This brand is the embodiment of that concept.
- The central idea that the brand is built around
Moments
“The Moments Company”
BRAND GOAL
Create a consumer belief that the products under the new ParentCo are the premier ice cream brands. The new ParentCo should operate as a seal of approval for all of its products.
BRAND NARRATIVE
We’re for the small things.
Deep normality. Simple moments. That’s most of our lives.
At Dulcet, we treasure it.
We honor those moments
through our diverse portfolio of frozen desserts—
with the right offering to enrich any moment at any time.
Laying on the grass, with the warming sunlight.
Out on date night.
Spending quality time with friends and family.
Me time—going for that little treat, honoring those small wins
when everything’s done for the day,
Those familiar occurrences in our everyday lives that,
when we pay a little attention,
remind us what it’s all about.
The sweetness of simplicity.
Paired with a cold treat—what could be sweeter?
Dulcet. Shaping the sweetness of life’s simple moments.
BRAND PLATFORM
