The specialty/gourmet ice-cream category has exploded. This was the perfect moment for Mehadrin Ice Cream, a major player to join the fun. Mehadrin turned to MWD to create trendy, engaging branding and package design that would connect with younger consumers on an emotional level. Unique-to-category, edgy, exhilarant type gives this package a 'chilled,' playful vibe. We paired fun, background doodles with simple flavor icons. Branded as a line of 'small-batch' specialty ice cream Mehadrin Extra is a standout success.