Wonderville
Wonderville is an ice cream brand designed to take you beyond the everyday — reimagining the ordinary into something spectacular, bold, and fantastical. The brand unfolds across two ranges: the main line and a kids edition. The main range invites you into the world of Wonderville, where each SKU tells a unique story shaped by the flavor experience. The kids edition launches into a separate, more whimsical world — a sky-high adventure filled with playful visuals and magical storytelling tailored to young imaginations. Though visually distinct, both ranges share the same spirit: transforming ice cream into an escape, a journey, and a joyful moment of wonder.
Task
Design an imaginative, out-of-the-box packaging concept for Wonderville’s kids edition — one that captures the whimsical spirit of cotton candy and brings the brand’s world of magical wonder to life. The goal was to create a playful visual story that resonates with children and sparks curiosity, joy, and delight at first glance.
Concept & Story
Collaborating cross-functionally with the team, we developed the theme: “The Secret Tales of the Magic Flavor.” The concept mirrors a child’s imagination — where the cotton candy flavor mysteriously vanishes into the clouds, and an enchanting journey begins to find it. This narrative sets the tone for an immersive world of everlasting wonder and exciting adventure.
Design Execution
To bring the story to life, we partnered with paper artist Doha Soliman, who crafted the entire scene as a large-scale paper sculpture. It was then photographed by Karim Hamdy in high resolution, capturing the texture, depth, and natural shadows of the artwork. The choice of paper art pays homage to childhood storybooks and pop-ups, reinforcing the magical, tactile quality of the brand. This approach extends naturally into future brand activations — where each flavor unlocks a new adventure within the expanding world of Wonderville.
Behind the Scenes
Shoot Day
