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When asked if Prima was considering launch- Don’t let the color
ing the product in IceDEA, she said not for now,
as it is quite difficult to get the flavor right while fool you, try it for
keeping the concept. “The flavor is good enough
for an event to create a surprise, but it’s not good yourself first.
enough for a long-term event. Products that can
be sold in the store must meet the criteria, both
in terms of color and appearance. Having only a
strong concept is not enough.”
In addition to the traditional ice cream, with
the development of technology, in terms of form,
ice cream has also broken through the traditional
round ball shape. Now, it can be made into various
shapes such as fruits, pets, flowers, landmarks and
buildings. This has provided new ideas for taste
judgment, and consumers can understand the taste
of ice cream by its food shape; while for non-food
shaped ice cream, color is still an important ele-
ment for its suggestive flavor.
IceDEA lost most of its tourist customers
during COVID-19, so it had to change its target
group. They decided to launch a more diverse
range of animal series for locals, as it would appeal
to cat and dog lovers.
In IceDEA’s ice cream, you can find 4 dog and
cat shaped ice creams. The 4 dog shapes corre-
spond to: corgi, spotted dog, husky, and golden
retriever, respectively, using white and light
brown to suggest the flavor. For example, the
golden retriever light brown corresponds to Earl
Grey tea flavor; the spotted dog with black and
white facial color corresponds to cookie flavor.
And for cat-shaped ice cream flavor cues, IceDEA
has a different idea. The four cat facial shapes are
not too different, the difference is that IceDEA
adds a fruit cap to the cat and uses the color of
the fruit itself for its coloring; there is another
one with a mouse-shaped cap corresponding to
the chocolate flavor, making a difference within
the series.
Color Ice Cream Happy

Once a product uses the appearance to attract
consumers, the taste of the ice cream is still one
[1] IceDEA, Founded by Prima Chakrabandhu Na Ayudhya, a Thai designer, the brand specialises of the most important decision factors for con-
in creating unique ice creams for shops and events. The ice creams you see are created based on sumers if they want to keep coming back for more.
customer feedback and to appease the Instagram-loving crowd. They are known for their
“A good design is the added value of ice
realistic-looking ice creams with patterns such as fruits, dogs and barbecued corns.
cream, people are attracted to it and decide to buy
it. However, people will only give a good review
or repurchase it only if it tastes good.” Prima says.

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