Challenge

Vue Cinemas wanted to replace Ben & Jerry’s concession stands with a proprietary in-house brand — protecting revenue while competing against a globally recognised premium product.

The new brand needed to stand independently within a high-footfall entertainment space, integrate partner confectionery brands, and feel as compelling as the licensed offer it replaced.

Insight

Cinema concessions are driven by impulse and theatre.

Customers respond to scale, visibility and sensory anticipation — not just brand heritage.

A bold, immersive presence integrated into the physical environment could compete through experience rather than reputation.

Creative Direction

Led a multidisciplinary team across design and motion to develop Avalanche Ice Cream as a fully realised concession brand.

Delivered:

• Brand identity and visual system

• Flexible packaging architecture

• Integrated in-foyer environment and digital content

• Experiential launch concepts

• Seamless integration of third-party chocolate partners