Scooping problem

In the year 2007, Hatsun introduced a new parlour format called ‘Arun Ice Cream Unlimited’ offering scoops of ice cream, one of the first parlours that sold scoops by weight. Since the scooping format was different from packaged ice cream, the company wanted to create a whole new identity for the brand. Something that would capture the imagination of the TG. The ‘Arun’ tag was also perceived as South Indian, and the company wanted the new brand to be taken across the country.

It’s all in the name
To make sure the new brand bore no resemblance to the old brand name, we tried combinations of coined words that sounded good but didn’t really mean anything. Like Haagen Dazs. We looked at words from different languages, from German to Japanese and everything in between. 

After generating close to 1000 names, we finally settled on ‘ibaco’. The name had a nice ring to it and sounded international, with the potential to turn into a solid brand. 

A new world of flavours

IBACO’s promise was to offer customers ice cream flavours inspired from around the world. The product range evolved from ice creams to ice cream cakes, signature cones, bars and drinkables. The brand offers a choice of toppings and accompaniments to elevate the taste of each of the products. 

The relaxing world-class ambience, coupled with the experience of customers crafting their own sundaes makes Ibaco the go-to ice cream destination.

We didn’t just stop with the branding

Apart from designing the logo and defining the brand language, we worked on everything inside the store, from the seating arrangement to the panels, to the LCD videos and the personnel uniforms. Everything was done keeping in mind the international feel of the brand. 

Going back to the source
Ibaco’s story was crafted around the origin stories of each ingredient behind each flavour. We traced the root stories of the most exotic flavours from around the world, from vanilla pods to strawberry shrubs. 

Styling it up
IBACO speaks the language of style, interlinking art, fashion and food. The models always seem to be one with nature and are in a state of  blissful indulgence. Well art-directed, highly styled food shots or the rendering of the ingredients and nature in stylish illustrations and artwork. Though fashionable, the brand will never be edgy. It is a classic contemporary brand.

Ice cream Scoops – ibaco lets you craft your own sundaes from a choice of exotic flavours, toppings and sauces. Ibaco offers 36 flavours inspired from exotic places around the world.

Ice cream Cakes – With world-inspired flavours, you can also pick from a whole range of ice cream cakes.

Ice cream Shakes – An exciting mix of ice cream scoops with flavours like strawberry, blueberry and mango