Ice Cream Branding for Gen Z

Abstract

The ice cream market in Bangladesh is a growing market, with an increasing demand for various flavors and varieties of ice cream. According to a report by ResearchAndMarkets.com, the ice cream market in Bangladesh is expected to grow at a CAGR of around 5% during the forecast period 2020-2025. The increasing availability of various flavors and varieties of ice cream, along with rising disposable income, are some of the key factors driving the growth of the market. The market is dominated by organized players such as The ACI Limited, Square Food & Beverage Ltd., Pran-RFL Group, Igloo Ice Cream and so on. However, the market is also facing some challenges such as high competition from unorganized players and the availability of low-quality products. The main reason for the high competition in the ice cream market is that all ice cream brands target all segment consumers. No brand has been established in the Bangladesh market yet with a specific age target group. Keeping this in mind I want to create an ice cream brand targeting an age group in this challenging market. For this age group-based target, Generation Z (Gen Z) is my preferred consumer. One of the reasons for choosing Gen Z is that I am also a consumer of this age group. Generation Z, also known as Gen Z or iGen, is the demographic group born between 1997 and 2012. They are the youngest generation currently alive and are considered the first true digital natives, having grown up with technology and the internet as a fundamental part of their daily lives. Ice cream branding for Generation Z (Gen Z) should take into account the unique characteristics and preferences of this demographic group. Designing ice cream packaging and branding for Gen Z can be difficult because this demographic is known for being highly visually oriented and looking for products that stand out from the crowd. They have a preference for bold, colorful and playful designs, and also look for products that align with their values and beliefs, such as sustainability and social consciousness. Additionally, Gen Z is known for being highly connected through social media and may rely on peer recommendations and online reviews when choosing which ice cream brands to buy, so it is important that ice cream brands have a strong online presence and social media strategy. Furthermore, Gen Z also tends to look for unique and experimental flavors, so ice cream brands may need to innovate their product offerings to appeal to this demographic. I want to take these challenges and create appropriate branding visuals for this target group through appropriate research. This visual creation will begin with the logo design. After that, I will create the brand elements. And also complete the project with its packaging and 3D product showcase.