One scoop became twelve.

There was a time when giving every flavour its own illustrated world was a luxury few brands could afford. As ranges grew, originality was often one of the first things to disappear. One identity had to work harder, stretching across every SKU with little more than a new flavour name, a different colour and another ingredient cue separating one pack from the next.

Created by Singapore agency Bravo, Sweet Cheeks gives every gelato flavour its own surreal landscape, inspired by the colour, character and personality of what’s inside. The custom logo, with its soft organic letterforms drawn from the texture of melting gelato, provides the thread running through the range, while every tub tells a completely different story. Rather than another line extension, every flavour becomes its own destination.

Building a visual system on this scale would traditionally have required months of commissioned illustration. Bravo developed the brand strategy, identity and typography before using AI to create the individual flavour worlds, allowing the creative system to grow far beyond what a conventional illustration budget would normally support.

For years, one of the biggest constraints on packaging design wasn’t a lack of ideas but the cost of expressing those ideas across an entire portfolio.

Packaging has seen this kind of shift before. Digital printing removed plates, lengthy make-readies and many of the costs that made short runs difficult to justify. Brands could print what they needed, when they needed it instead of committing to large volumes months in advance. Versioning, regional editions, seasonal packs and shorter production runs became commercially realistic because changing the artwork no longer meant starting the print process from scratch.

AI is starting to remove another fixed cost. Building a range like this once meant commissioning illustrators across every SKU. Today, a small brand can create an entire collection of visual worlds for a fraction of that investment.

Packaging has always been full of ideas that never made it beyond the first concept because the cost of scaling them became too high. That calculation is changing quickly.

Twenty years ago this range would probably have shared one illustrated scene. Today every flavour has its own world.

It’ll be interesting to see whether that leads to more original branding, or simply more original-looking branding.