A very English ice cream

Criterion has been making delicious ice cream in their Suffolk creamery for nearly 100 years. They supply ice cream to some of Britain’s most prestigious organisations including The National Trust, Royal Opera House and the National Theatre. A glut of new competitors had put the brand under pressure and the brand had become a little tired over the years. A complete overhaul was required.


The process started by a thourough examination of the market context, competitor threats and brand positioning. Criterion are a very tradional brand but tradition can easily become boring and old fashioned. Images of meadows, herds of cows or country cottages are clichés that abound in this category so the challege was to maintain a sense of tradition but make the brand relevant to a 21st century customer base.

We created a strong new identity, dropping the ‘Ices part of the name and using a beautiful new script logo crafted by Rob Clarke. Criterion is not a wacky, challenger brand and is very proud of it’s English heritage. The new strap line emphasises this pride.

To emphasise the carefully crafted and natural credentials of the brand we took influence from the English Arts & Crafts movement, in particular the work of William Morris. A sumptuous background of inter-twining Oxlip plants was created by botanical illustrator Charlotte Day. The Oxlip is the county flower of Suffolk, where the Criterion creamery is based.

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