Hefti Jeunesse

Heftijeunesse 

Hefti Jeunesse is a line of Swiss ice cream with packaging designed for the Japanese market by Helvetica. The top and body of each package are decorated with simple, one color graphics, different for each flavor of the ice cream. The rim, in a shade of old gold, with a brushed-off finish, adds distinction to the whole series.

“This ice cream sells in department store food halls across Japan. Vogue in Japan extends even to sweets. The designers of these confectionaries take the same approach to designing their packaging as top fashion designers take to predicting next season's must have items. The design strays away from the expected imagery usually employed to indicate quality but rather sets out to be something bold and fresh in Japan's world of design.”