Pictured above: David Rogers

Nottingham packaging design consultancy We Are Pure has completed work on a packaging redesign for the own-brand ice cream offering of DVD rental giant Blockbuster.

The company has spent six weeks on the project, with the finished design set to be rolled out to stores across the country in April. 

We Are Pure has a longstanding working relationship with Blockbuster, having designed packaging for the company's entire own-brand confectionary range, including popcorn, crisps and sweets.

The company created the original design for Blockbuster's ice cream two years ago and was asked to create a new look as Blockbuster prepared to increase the range and switch packaging from plastic tubs to cardboard drums.

The new design features an iconic movie clapperboard surrounded by key ingredients from each of the range's six flavours - Chocolate Brownie, Rocky Road, Strawberry Cheesecake, Millionaires Shortcake, Cookie Dough and Caramel Crunch. Each of the six drums also has an individual colour scheme to match the varying flavours. 

Commenting on the project, David Rogers, owner and creative partner of We Are Pure, said:

"Blockbuster is one of our key clients and we're proud to play such an important and ongoing role in the development of the business.

"The home entertainment market is growing and the success of the entire confectionary range is testament to this. Packaging design inevitably plays an important part and it's a pleasure to work alongside Blockbuster to create a striking and effective brand identity for its confectionary offering."