Taxi Studio brands Harriet’s Jolly Nice… ice-cream

The consultancy was appointed directly to the project in September 2011 and says it sought inspiration from company owner Harriet Wilson’s ‘jolly nice personality’.

‘Wilson’s personality directly translates into the products, which from a branding perspective is a dream. The name led to a wonderful set of stories, one for each product, each relevant to her pursuit of perfection and deliciousness,’ says Taxi Studio creative director Spencer Buck.

A tone has been set around stories devised by copywriter Lindsay Camp which focus on Wilson’s relationship with the brand in a ‘witty and charming way’ says Taxi, ending each story ‘…which was Jolly Nice.’

Graphics have been created by illustrator Geoffrey Appleton, who was given ‘free rein to illustrate against the stories,’ says Buck.

The brand has been applied to touchpoints including an Airstream caravan, a Pashley bicycle, menus and napkins.

It has been designed with ‘adaptability in mind’ as Wilson is preparing to ‘venture into other dairy products,’ says Buck.