By consuming products we unthinkingly consume their embodied energy, which adds to global warming. The big problem is not that we consume products. The problem is that we take consumption for granted and have no idea of the effects.
An Arial view of the Ice Cap is seen on the top of lid. When the packaging is opened the same shape Ice Cap shape is seen in the ice cream. As the ice cream is consumed the Ice Cap disappears. We then aim to educate an awareness of environmental issues by adding annotations on the inside of the tub. Shown are 3 of the graphic concepts that came from the design process. The first concept thoughtfully refers to commercial retail systems. The second aims to be endearing to the users and the third is to use ambiguous sticker, which in the example shown simultaneously refers to a sales reduction and the 50% of the North Pole that has been melted since the start of the industrial revolution.
The final design was named runner up in the RCA/Valpak Awards 2008.