Marion Dönneweg + Merche Alcalá – Eyescream

Captura de pantalla 2012-10-15 a la(s) 15.49.17 Captura de pantalla 2012-11-26 a la(s) 15.19.28 Captura de pantalla 2013-03-19 a la(s) 11.42.24 Captura de pantalla 2013-04-08 a la(s) 13.21.50

This project was developed from the very  beginning, even from within the product, a very unique ice cream: a shaved taiwanese style ice cream (but made with italian gelato), and with a texture somewhere between sorbet and ice cream.

There was a certain level of complexity for two reasons: first, this type of ice is unknown in Europe, implying a teaching job to overcome initial logic distrust. On the other hand, from the aesthetic criteria about local food, this ice cream is not very attractive, but rather ugly: an amorphous mass of ice cream with lots of sauces and toppings falling above and the sides. Marion Dönneweg + Merche Alcalá decided to make a virtue of it by creating a creative strategy around this.Marion Dönneweg + Merche Alcalá worked up the product working closely with the client (Joad López and Federico Mendoza), that had at all times a receptive and constructive attitude. Firstly we changed the taiwanese raw material by italian and started a “deconstruction”, separating the ice cream and toppings. As key creative twist,Marion Dönneweg + Merche Alcalá put two sugar eyes on the top of this ice cream mountain, making it a character-monster that looks you in the eyes and immediately gives it life and personality. The effect you get with a some simple eyes is just amazing.

 

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