The client’s ask was simple. It’s new, it’s delicious, it’s healthy and we want it to look the part. During our first meeting they described it as the Ferrari of ice cream. A bold statement we took to heart.

The Product:

QUANTUM GELATO^TM is the new functional food product that is low in fat and saturated fat, no added sugars and is a source of calcium.. In addition, unlike most frozen desserts on the market, it is a very high source of fibre and high in protein making it a tasty option for individuals wishing to increase these nutrients in their diet. So much fibre that it is considered by Health Canada to be a very high source of fibre as it provides adults with 36% of the recommended daily amount.

The Thinking

Knowing the product and working with the creators early in their development Miner Thought began the long process of branding Quantum over the first half of 2010. Starting with brand strategy, positioning, mission statement development and target audience research we approached the product from the idea that this is quality. It’s not your normal gelato. It’s meant for everyone – but also appeals for the athlete looking for added protein.  And unlike much of the healthy frozen dessert category there is not loss in taste or rich texture in the process (discovered and patented by Quantum Gelato) of adding the additional benefits of high fibre, high protein, and low fat.

The Result:

To convey this sense of high-end luxury and taste in this new consumer good we tried to find an elegant, bold and instantly unique look and feel. Right down to the products gold wrapped lid. Creative services included logo, look and feel, various copy and language, English / French packaging, in-store display designs, printed brochures and online web development to start. Miner Thought is now working with Quantum to continue to grow this new product brand in all media channels.