MILK Reimagines DeBeukelaer’s Decor On Ice Packaging for a New Generation of Dessert Lovers

DeBeukelaer’s Decor On Ice waffle cups have long been associated with playful desserts and shared moments of indulgence. To strengthen the product’s relevance in a competitive retail environment, MILK developed a refreshed packaging identity that combines the familiarity of a trusted classic with a brighter, more contemporary brand experience. At the heart of the redesign is a distinctive pattern of pastel-blue and white stripes. Replacing the previously dominant light-blue background, the new g