ABOUT

Whilst at Seymourpowell we repurposed the ice cream cabinet to enhance the brand experience and become more sustainable.

Walls had the same basic freezer cabinet for nearly forty years and decided it was time for a change. However, they wanted their new cabinet to be 50% more energy efficient, provide an ownable, physical expression of their brand and become more desirable to retailers.

To do this we observed the interaction of people with the existing range of cabinets and explored the technical opportunities for improving the sustainability in performance and manufacture.

Core to the experience is the step and grab rail to allow young children to step up and look into the cabinet. Another new feature is a blow moulded lid that acts as a communication board during the day to attract customers and help them with their selections yet closes at night to save energy. The additional energy saving was achieved through optimising the shape of the cabinet and design of the sliding windows. A new basket design was also proposed to help customers find their favourite ice creams or browse more easily.