ASHA won the project following a three-way creative pitch in February. It was briefed to create an identity that maintained the family, artisan feel of the brand, while communicating the quality associated with the ice-cream.
Alex Mezger, son of company founder Jude and managing director at the company, says, ’[The consultancy] really seemed to understand who we were and where we were coming from.
’We wanted it to scream quality, but also to say so many other things as well – and ASHA did that really well.’
Marksteen Adamson, partner and creative director at ASHA, says ’[Jude’s] wanted to maintain the country craftsmanship and personal touch that goes into making proper icecream, but we didn’t want it to look like a “farm” business – it’s more professional than that.’
ASHA’s response features hand-drawn illustrations and bold colours in a deliberate move away from the ’brown and subdued’ palette usually associated with ’natural’ products, Adamson says. The packaging design was inspired by traditional English pottery designs.
ASHA also created the Jude’s ’Handmade in England’ stamp, which appears on the packaging.
The new identity and packaging will be rolled out in shops and cinemas over the next couple of months, and the website is set to launch in November.