A complete packaging facelift for one of Estonia's most beloved ice cream brands. The redesign refreshed the visual system across the entire product range — from family cartons to single-serve tubs — keeping Premia instantly recognizable on the shelf while modernising its tone. The project went on to win 1st place in the Package Design category at the Golden Egg 2023, Estonia's most prestigious creative awards.
The challenge: refreshing Premia's packaging without alienating decades of brand recognition. The redesign keeps the warmth and product clarity Estonians associate with Premia, while tightening the typography, expanding the illustration system across flavours, and bringing more energy to the shelf presence. The system spans every format Premia produces — family cartons, single-serve tubs, novelty shapes — so the brand reads consistently from kiosk freezer to supermarket aisle.
Developed at Kontuur Leo Burnett, this was a massive undertaking led by a creative director and a senior art director who originated the pattern system. My role was supporting art director — orchestrating the colour palette of the pattern for each flavour, designing every package in the range, and handling print production from file preparation through to checking final test prints. The system went on to win 1st place in Package Design at the Golden Egg 2023.
