The Alchemist's creations are housed in coffin-shaped ice cream tubs, crowned with a cameo of the madman and a chilling description: "An Ice Cream for Those Who Have Had Enough Joy." Each forbidden flavour is assigned a unique number, enhancing the dark apothecary aesthetic while vibrant pops of colour tantalise unsuspecting victims to taste their fate. Inside each tomb lies a sinister spoon, marked with a death mask, whilst on-pack messaging like "Eat at Your Own Risk" invites lost souls to indulge.
The brand world teeters on the brink of culinary madness, captivating thrill-seekers with a taste for the wicked. Picture dark, haunting photography of ice cream dripping in terror, each drop a promise of delicious rebellion; the Alchemist’s shop, tucked away on a shadowy street, illuminated by an eerie glow; an ice cream funeral hearse beckoning those who dare to savour its sinister bites.
“The Alchemist is a sensory rebellion,” says Jay Dorward, Senior Designer at JDO. “Not only did we want to shock with unexpected flavours, but we also crafted a visual world that embodies culinary darkness. From the coffin-shaped tubs to the eerie on-pack messaging, the design draws you into a macabre experience that lingers long after the last bite. It’s not just about tasting the unexpected—it’s about being consumed by it.”