A new identity for a classic choice

Initially part of the Mövenpick group (hotels and restaurants), Mövenpick Ice Cream was acquired by Nestlé in 2006. 


The challenge was to help Mövenpick Ice Cream to spearhead strategic ambitions of the Nestlé Group: to become a Super Premium ice Cream – the top market position among ice cream products and to distinguish itself from the Mövenpick group.


Futurebrand's mission was to break away from traditional ice-cream codes and create a super premium experience shaping a unique and iconic brand territory. 

Movenpick captures the real taste of each original flavour and elevates the ice-cream experience to a superior symphony of tastes and creamy textures with a combination of swiss craftsmanship, attention to details, and gastronomy. 

The global consumer journey was completely rethought to leverage this new brand universe including new brand codes, corporate imagery, packaging core ranges, limited editions, POS and retail experience. 


The Swiss premium ice cream Mövenpick has greatly expanded and is now available in 38 countries worldwide. 

80% of consumers are willing to spend more for a Movenpick.

Mövenpick is the preferred brand of 69% of Swiss consumers. 

91% of Swiss consumers intended to choose a Mövenpick product next time they buy ice cream.

Capabilities involved