Product category:
Design services
News Release from: Pemberton and Whitefoord
Edited by the Marketingservicestalk Editorial
Team on 08 August 2007
Loseley Ice Cream rebranding exercise
Leading brand consultancy Pemberton and Whitefoord has completed a major rebranding exercise for Hill Station, which is relaunching the Loseley Ice Cream brand.
PandW's solution for the brand, which also embraces point of sale, van sides and a new website, is in answer to a brief which called for a visual expression of the Loseley brand values without appearing too pompous or stuffy The exercise was preceded by a comprehensive research programme that highlighted the product's key equities as "Britishness" with a sense of tradition
The new look for Loseley features specially commissioned portraits, each by a different artist, that appear on pack.
At first these look like old masters but on closer scrutiny reveal a subtle and humorous twist.
The quirky reproductions create a unique humour around the brand whilst the back of pack copy expands the theme in the form of a potted soliloquy, singing the praises of the subject's favourite flavour in a dotty and eccentric tone.
Adrian Whitefoord, founding partner of Pemberton and Whitefoord, commented: "The packaging design is based around portraits of dapper, dour and demure gentrified folk, tucking into their favourite Loseley flavour in their own idiosyncratic style.
"Overall, they have a National Portrait Gallery feel to them and one could imagine them hanging in any grand English country house.
"The Loseley brief has been a dream project to work on and our designers have thoroughly enjoyed it.
"I think we have generated a design which is underpinned with tradition but manages to put a smile on your face too - it is true to the brand's heritage but is neither pompous nor stuffy".
Ayesha Shah, Brands Director for Loseley Ice Cream, commented: "We felt that there was a gap in the market for a truly British premium level ice cream and decided to take inspiration from the history of the brand to create quality flavours and a unique image.
"PandW's creative execution has really set the brand apart visually and embodies all the qualities that the brand represents to the consumer".
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