LEC has burst onto the scene in the food industry, particularly in the ice cream sector, with the audacious mission to revolutionize our guilty pleasures. As a fresh-faced startup, LEC approached APART with just a brand name and a product concept, eager to make a splash in supermarkets.
Inspired by F1 driver Charles Leclerc, who’s as passionate about ice cream as he is about racing, LEC was born from his dream of an ice cream that offers exquisite taste with a light touch, making frequent indulgence a guilt-free joy. This delicious vision was realized by ice cream maestros Federico Grom and Guido Martinelli, with crucial backing from Nicolas Todt. LEC presents a delectable, lower-calorie ice cream that hits the sweet spot between craving satisfaction and a balanced lifestyle. Whether you’re in it for the pure joy or to stay on track like Charles, LEC ensures you no longer have to choose between pleasure and discipline.
The main challenge was to craft an identity that seamlessly blends indulgence with a health-conscious lifestyle. Let’s face it, most health-conscious folks feel a pang of guilt when indulging in their favorite treats. So, the design had to scream deliciousness and lightness while standing out on crowded supermarket shelves.
The client’s goal was crystal clear: achieve strong brand recognition and a visual nod to the twin concepts of lightness and indulgence. APART rose to the challenge by combining various graphic elements to nail this balance. A light, modern color palette reflects the flavors, while floating ingredients around the food shots, sleek logotype typography, and the cheeky tagline “WHY RESIST” all come together to showcase the brand’s bold stance. The food shots, created with photorealistic 3D techniques, add a mouthwatering layer of realism and appeal to the packaging.
Despite APART’s extensive experience with startups, this project required laser-focused attention to distribution dynamics, from design feasibility to timing. The close, daily collaboration with LEC’s marketing team ensured swift, effective problem-solving, which was crucial for a successful large-scale product launch. Diego Pacifici, Marketing Director of LEC, summed it up perfectly: “APART is much more than a creative agency. The ability to understand each other, to establish a dialogue, to go beyond merely “executing the brief” and strive to achieve the common goal of an extraordinary result is what makes APART an exceptional partner. They are in every way an extended team, thanks especially to their empathy and human qualities that make a difference. Their versatility and ability to bring to life the detailed strategic aspects of LEC in a comprehensive manner, with the highest quality – from brand identity to packaging, from communication concepts to content – is a rare and valuable trait. From a startup perspective, this allows for a single point of contact while simultaneously “living” the brand in a cohesive and shared manner, which would be difficult to achieve with multiple partners. LEC has a great vision, and APART’s contribution is crucial in making it a reality.”
LEC’s journey from concept to supermarket shelves is a testament to the power of strategic design and collaboration. By merging indulgence with a conscious lifestyle, LEC stands out as a trailblazing brand in the ice cream industry.
CREDITS
3D Food Shots: Nei Ramos
3D Pack Shots: Nicola Aureli
People Shots: Race Service
