Disney License Work

The Challenge

Ice cream brand Dreyer’s Grand Ice Cream hoped to conjure up the magic of Disney in the frozen aisle with a new line of Mickey Mouse ice cream products. Previously a Disney Park exclusive, Dreyer’s Grand Ice Cream needed to design packaging that would represent the Disney brand, leverage the nostalgia of America’s favorite mouse, and create a unified line of products that would attract attention on shelf.

With the opportunity to first bring a Disney Park exclusive to the masses, Dreyer’s Grand Ice Cream tapped The GRO Agency to design packaging for their assortment of Mickey Mouse Ice Cream Products.

Our challenge with the Mickey Mouse packaging design was to 1) work within the strict licensing parameters, 2) creatively utilize brand elements and colors to design a system that fit for the Disney brand, and 3) all while standing out from the competition in the freezer aisle.

The Solution

To create impactful packaging that would thrill the devoted Disney enthusiast yet appeal to the general ice cream lover, Mickey brand assets were employed thoughtfully and strategically throughout the design. The result: In the year following the launch, Mickey Bars were the top performing Nestle ice scream snack in 2019.

First, leveraging similar Disney-branded layouts and color palettes throughout the design system, the product line shares a unified look to help them stand out and remain recognizable as a cohesive offering. The packaging is simple, straight to the point, but also communicates that essence of Disney magic, as well as the deep and poignant nostalgia inherent to the brand.

From there, appetizing product photography broadcasted the creamy textures and flavors of the ice cream product, while the appealing color palette captured the hearts of kids, adults, and even the Disney agnostic alike.