“Mayozhni” ice-cream

How to contain our little monsters? 

Of course with ice-cream. 

Sometimes children become obstinate little monsters ready to do anything to have their way. They stamp, shout, run around, and wreak havoc, making their parents' lives a nightmare. Those little monsters even have their own language, where the word for “ice-cream” becomes “mayozhni.” They won't stop screaming “I WANT MAYOZHNI!” in the store until they get one. Only then do they turn back into ‘sweet little angels.'

*"Marozhni" is a common slang word in Armenia for "ice-cream," and children often mispronounce it as "mayozhni" (pronounced "mah-yozh-nee").

Implementation

The ‘little monsters' are the primary target audience for Pink Berry's new line of ice cream cones. To connect better with the target group, we named the new product line after their own word for ice-cream: “Mayozhni.” For the packaging, we created cute little monsters that represent children being lively, mischievous, happy, naughty – or just children being children. Each flavor is a specific monster with its own characteristics: a cheerful smile, a set of silly teeth, devilish horns, etc. Flavors are differentiated through a wide color palette, making the product more appealing to our target audience. Children pick their “Mayozhni” based on either the flavor or the monster design.

Results

The Pink Berry’s ice-cream cones are the most successful and the most widely known product of this company. “Mayozhni” became little children’s favourite ice-cream due to its colorful packaging and juicy, creative, funny characters – “little monsters.”

Credits

Creative Director: Hovhannes Margaryan 

Designer, Illustrator: Anush Ghazaryan, Diana Aghamyan

Photographer: Andran Mantashyan

Concept: Diana Aghamyan 

Client: “Pink Berry”

Year: 2020