While maintaining recognisability as a Wall’s Ice Cream Sandwich, design a limited edition range that creates excitement and buzz for South East Asian millennials in Thailand, Indonesia, Singapore and Malaysia.

We designed the primary pack to intuitively convey the selfie concept while calling out the limited edition, plus the thirty unique viral biscuit illustrations.

An injection of creativity to an existing product by combining snacking and snapping with countless possibilities. The result was a surge in sales and brand engagement, with consumers posting their fun pics on Instagram with the hashtag #SelfieSandwich.