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We’ve been working with the Hampshire based company, helping them develop the brand over the past five years. The original brand identity had looked to position Jude’s as an authentic, family-run business delivering delicious hand-made ice cream of impeccable provenance. The challenge going forward was to compete in the luxury ice cream sector up against traditional incumbents, new entrants and supermarkets’ own branded products. Being fiercely proud of the high quality of its ingredients and of its Hampshire roots, Jude’s also wanted to communicate a strong sense of Britishness.
To do this, we built on our existing visual language distilled from traditional Cornish pottery, summer fetes, licking spoons and hand labelling. In cleaning up the typography and developing new visual assets we created and vibrant set of colour combinations accented with the use of black and cream. ASHA created a framework within which to place the newly developed brand mark. Above the logotype, we positioned an ice cream ‘kite mark’, a play on the traditional British Standards kite mark bearing the words ‘Great British ice cream’.
The new packs appeared on shelves throughout 2016. Reaction has been extremely positive. Jude’s now feel they have a suite of brand assets that they can own within their sector with the new brand positioning, kite mark and descriptor conveying quality and craft while the familiar ‘hand painted’ stripes have become the visual foundation through which the brand can colourfully express its many delicious flavours. Since launching the new positioning has further fuelled the business, helping sales grow and a further expansion in Nationwide retailers.