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Criterion Ices

Traditional values were brought up to date for a very English ice cream brand.


Brand Strategy

Identity design

Packaging design

Web design

Brand activation

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Can a very traditional brand feel relevant in a market segment crammed with more exciting and youthful brands? The ice cream sector has seen numerous new brands emerging helping to create one of the most dynamic food categories in the UK. Criterion Ices are a family-run brand established way back in 1920. The brand faced very stiff competition from a host of new brands which also seek to exploit their British heritage.

We looked carefully at the target audience and the environment in which they encounter the brand. Unlike brands that sell through multiples, Criterion sells through more traditional spaces such as theatres and National Trust properties, including The Royal Opera House and the Old Vic. These spaces are steeped in history and tradition. We needed to capture some of that magic and become the brand of traditional English values. Those of craft, care, and things done properly.

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We took inspiration from the work of the arts and crafts movement. In particular the work of William Morris and his intricate floral decoration. We commissioned a botanical artist to create a background pattern featuring a Cowslip plant which is the county flower of Suffolk where the creamery is based. We also created an elegant new logo that used a contemporary twist on a traditional script. 

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