Extreme — a global brand of Nestle in the ice-cream categoryExtreme is a global ice-cream brand of the Nestle Company, and enjoys market leader status within the Russian ice-cream segment. The market situation necessitated a redesign of the Extreme brand, with the intention being to update the brand image, in order to make it more modern and attractive. In addition, the decision was taken to design a new and effective navigation system, enabling the consumer to identify the brand and flavor on the shelf more easily.The fundamental design of the visual solution lay in the idea of an ice-cream cone filled from top to the chocolate tipped bottom with ripe berries, nuts, or fruits. This concept became an embodiment of the key message of the brand, “Extreme pleasure”.Taking into account the fact that ice-cream is characteristically an impulse purchase, the consumer first of all selecting the brand-name and only then the flavor, the decision was taken to create a bright brand identifier with a strong and memorable form. A contrasting colour code was designed to create a comfortable navigation system, with maximum emphasis being placed upon the appetizing ingredients. This solution presents the consumer with a simple system of navigation for various layouts of various styles.