The consultancy was appointed to the project in January this year without a pitch following a recommendation.
It has created a new identity that features a ‘nostalgic’, letterpress-inspired typography style, according to Unreal, with packaging decorated using positive customer reviews of Joe’s gathered from travel website Trip Advisor and Facebook.
Ryan Tym, Unreal senior designer, says, ‘There is an incredible amount of heritage in the Joe’s brand and this is reflected in its cult following. We created a positioning based on the fond memories people have for the ice cream and the company’s online reputation was the perfect foundation for this.’
The blue colour palette was retained from the previous Joe’s packaging, though new colours have been introduced to differentiate between flavours.
The branding is shown across all touch-points including menus, posters, packaging and the website, which is being built by a Welsh consultancy and is due to launch later this month. It will also be used in graphics for a forthcoming Joe’s branded store in Cardiff.
The new branding rolls out in Sainsbury’s, Morrisons and Asda from this week.