PUKU WHISPERS

Puku Whispers is a New Zealand ice cream brand focused on storytelling, culture, and playful engagement. I created a visual identity and packaging system that brings the brand’s whimsical world to life. Each flavour features a unique illustrated character with a quirky backstory, set in the fictional land of Flavourmere.

Image showing the title 'Puku Whispers' on a black background on the left side. The right side displays different fonts and their names: Sirenia, Roca, and Komet, with color swatches including pink, blue, beige, and purple.

The Challenge

The challenge was to expand the product’s reach and bring it to market while maintaining the brand's fun, distinctive, and culturally rooted identity. Black sleeves combined with unusual pastel illustrations give the packaging a bold, modern feel while highlighting the narrative of each character.

Two containers of Puku Whispers blueberry and chocolate natural ice cream. One container is standing upright, and the other is lying on its side, both with blue lids and black labels featuring a blue cartoon fluffy creature.

From the mysterious Moon Eater to the ever-wandering Dusty, Madame Swirl, and wise old Honeyfig, each scoop holds a tale.

Meet the gang

Four black containers of Puku Whisps ice cream with colorful lids and cartoon character illustrations on front, each representing different flavors.

They were once allies, but something fractured their unity... and now we’re left to wonder, Who are friends, who are foes, and what really happened?

Who are friends, who are foes, and what really happened?

Four colorful, whimsical cartoon characters holding ice cream cones, positioned against striped pastel backgrounds.
Two containers of Pulku Whispers ice cream flavor, one standing and one lying down, with a purple background. The packaging features a cartoon onion mascot with a striped shirt, holding an ice cream cone, and text indicating the flavor as honey fig and pistachio.
Two tubs of Puku Whispers salted caramel natural ice cream, with black labels and white lids, featuring a cartoon creature illustration and text.
Two pint containers of Puku Whispers blueberry and chocolate natural ice cream, with one container standing upright and the other lying on its side against a light blue background.
Two containers of Puku Whispers ice cream with pink and black packaging, featuring a cartoon girl with pink curly hair and pink dress, against a light purple background.
A person holding a tablet displaying a website for Puku Whispers ice cream, featuring a blue fluffy creature with a cone and text promoting natural ice cream.

A soft, playful colour palette sparked by childhood games and the carefree joy of being a kid brings a sense of wonder to the brand. Set against a rich black backdrop, it adds depth and contrast, helping the packaging feel both nostalgic and thoughtfully refined.

Four round pins with colorful cartoon character designs on the front, two of the pins are showing their back side with metal pin clasps, against a black surface. On the right side, a light purple background with a white oval label containing black text that says 'PROUDLY KIWI MADE & OWNED'.
A black delivery van with a graphic of a blue kiwi bird holding an ice cream cone and the text 'Pūkū Whispers' and 'Where every scoop tells a tale.'

Inspiration behind the brand

A black and white collage featuring handwritten notes and three images. The first image shows two boys whispering to each other, with a note indicating this as 'The whisper game.' The second image is a book cover titled 'Favourite Maori Legends' by A. W. Reed, with a note about it depicting Maori legends passed down through time. The third image is an illustration of a traditional Maori carving with a note referencing Maori art. The fourth image is a book cover of 'Understanding Tolkien and the Lord of the Rings' by William Ready, with a note about its connection to the movie and a whispering character about the story.
A collection of handwritten notes and sketches on a blue background, including illustrations of a cute beige character with surroundings, rough drafts of graphic designs, and notes about a project called 'Puku Whispers' and 'Sharing Stones'.

Research into New Zealand culture, flavour stories, and local storytelling traditions informed the character design and packaging. Each element was iterated to ensure clarity, cohesion, and shelf impact.

The result

A concept-driven, immersive brand experience, where packaging invites exploration, connects emotionally, and adds delight to every scoop.

Arranged ice cream containers for Puku Whispers brand, featuring flavors like Strawberry & Cream, Salted Caramel, and Blueberry & Chocolate with cartoon characters on the packaging.

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