FROM THE FOUNDER

I don't think any other partner could've done justice to our brand. From the very beginning, the Thought Over Design team has dedicated a lot of time and effort to create a unique and fun visual identity. The ice cream industry is a fiercely fought category but being armed with a strikingly unique packaging design and brand narrative, we already have a leg up on the competition. We continue to work very closely with TOD for our future campaigns and branding initiatives as we feel that they are truly integrated into the DNA of our entity.

ANKIT CHONA

INDIA LOVES ITS ICE CREAM!

India is one of the largest markets for ice cream in the world. We have the biggest dairy industry that feeds into a large ice cream industry as well. It is also a competitive category dominated by legacy players with decades-long regional strongholds. However, our per capita consumption of ice cream remains relatively low compared to other countries. There’s plenty of room for growth.


While there have been a lot of homechefs and boutique brands that have emerged in metros with innovations and premium offerings, there are few brands who have achieved significant scale in the mass category.
 
The way to unlock ice creams in India is through really good distribution, affordable prices and really good quality ice cream - which is often a tough task for new players. As a result, it has been years since a new mass Indian ice cream brand has been successfully launched.

COMPETITIVE LANDSCAPE RESEARCH

A majority of ice cream in India is sold in our bustling, crowded markets, and general trade stores. Picture this– packed freezers and crowded retail environments where every brand is vying for attention.

To match Hocco’s business ambitions, the branding too, needed to be effective and disruptive in this space. This would need a simplicity of thought that could be easily communicated. A distinctive yet flexible brand world that could be translated to a plethora of use cases and an inviting vibe that appealed to people across demographics.

BRAND STRATEGY

BRAND PURPOSE

We’re here on a super chilled-out mission to end urgency with ice cream.

The Scooperheroes are a funky mascot family. Armed with their own quirky personalities, characteristics and scooperpowers, this zany bunch are at your service whenever you need a place to lay low for a few moments or some cheering up after a stressful day. They’re happy to wipe your worries away with free hugs, love, laughter and Hocco ice cream!

PACKAGING AND PRODUCT
NOMENCLATURE 

We designed packaging for multiple ranges catering to distinct retail audiences and various price points. This included regular and premium packaging, and exclusive packaging for Hocco creameries. We also designed several sub-brand ranges as well as Healthies - an ice cream range for the health conscious.

PREMIUM RANGE

The premium range packaging follows a clean, minimal design system. We named this range ‘Scooperstars’ and it showcases the Hocco mascots alongside the product imagery.

ILLUSTRATION AND COLOUR SYSTEM

The premium range packaging showcases the Scooperheroes in their element, interacting with the product images, creating a distinct characteristic for every flavour.

SUB-BRAND RANGES

A distinct logo, inspired by the product’s characteristics is designed for each sub-brand range, extending the brand’s superhero-esque characteristic across categories.

HEALTHIES RANGE

Healthies is a range of ice creams for the health conscious. The cleaner, minimal design system and the pastel palette brings a lightness to this range, owing to the ‘Zero Added Sugar’ feature of the products.

REGULAR RANGE

The regular range has a variety of products including novelty ice creams. The packaging for this follows a duo-tone system designed to stand out in packed freezers.

MNEMONIC SYSTEM – SIDE OF PACKS

The party packs use the mnemonic on the side of packs to indicate the flavour. The illustrations interact with the mnemonic, creating a distinct characteristic for every flavour.

CREAMERY PACKAGING

The exclusive packaging for Hocco creameries showcases a glimpse of the Hoccoverse and features the brand symbols.

RETAIL MENU

The retail menu, designed for general trade stores and retail outlets showcases Hocco's expansive product portfolio. It is conceptualised to look like a map of the Hoccoverse.

CREAMERY MENU

While the creamery menu follows the same design language as the retail menu, it covers a much more extensive range of products available only at the creameries.

UNIFORM SET

The uniform set is designed to be functional and fun with a focus on highlighting the brand’s wordmark and tone of voice. While the Scooperheroes are seen in all their goofy glory on the lapel pins, the uniform tags are designed to complement the names of the employees.

ENVIRONMENTAL GRAPHICS & SIGNAGE

We designed environmental graphics that translate the brand world of Hocco through various touch points like ice cream carts, freezers, carrier boxes and general trade store signages that strongly represent the brand’s message.

CREAMERY AND EATERY SIGNAGE

The Hocco creamery and eatery signages are designed for high impact and visibility with colours and typeset that make for striking storefront signage in cluttered environments.

A GLIMPSE INTO THE CREAMERY

The creameries offer a glimpse into the melty Hoccoverse through custom decals, furniture and decor that reflect the brand's essence and tone of voice.

POINT OF SALE COLLATERALS

We designed retail ads, standees and danglers for high impact brand visibility in outdoor and retail environments.

SOCIAL MEDIA TEMPLATES

We designed a series of social media templates that introduce the dreamy brand world of Hocco.

The project culminated in an extensive brand manual that documents the brand world, identity, packaging, tone of voice and assets created across mediums. At almost 200 pages, this brand book was one we were very proud to put together as it documents the sheer scale and impact of the brand.