“It’s cooler inside”.
Such was the promise of Icehouse, that I penned with partner-in-rhyme, Michael Burrows.
We also developed the Icehouse brand name and concept – although it was originally called Igloo until our legal team identified a Western Australian water company that had parked that name.
Luckily Iva Davies never registered his iconic band’s name for the purposes of selling beverages.
I also developed the key identity and bottle design concept. That said, the original version had a straw poking into the igloo which struck me as a particularly appealing idea. Afterall, what could be more refreshing on a hot day than drinking straight out of an igloo?
An enormous numbers of concepts and design mockups were generated in what must have been the graphic design equivalent of rapid prototyping.
Some of these mockups have been included below to give a sense of the rigor of the initial creative exploration.
Icehouse has been sold all over Australia in supermarkets like Coles and retailers like Officeworks.