Chilli UK unveils branding and packaging for new player in ‘indulgent’ ice-cream sector

Chilli was appointed by R&R Ice Cream in February, having worked on other branding projects for the client, and tasked with developing a brand name, identity and packaging for the new offer.

R&R also owns ice-cream brands Fab, Kelly’s of Cornwall and Skinny Cow. It says Spoony’s is being developed as a challenger brand in the super-premium ice-cream tubs market.

David Whittle, managing director of Chilli UK, says, ’The brief was to create a brand positioning and design that was all about self-indulgence and personal reward, and also communicated the unusual flavours and ingredients on pack.’ He adds, ’The design needed to appeal to families, as they were identified as a key target audience. By using colour and psychedelic shapes we achieved this.’

Charlotte Hambling, senior marketing manager at R&R Ice Cream, says, ’The playful branding and packaging design is bright and eye-catching, and creates great on-shelf standout. The pack copy tells the consumer exactly what they’re going to get inside the tub and highlights the tasty flavour combinations.’

The new brand launches this week.