Reprieve for Lyons Maid kids

Associated Design Consultants has redesigned the Lyons Maid ice-cream logo, following the brand’s takeover by Nestl.

Nestl wanted to incorporate Lyons Maid under its European ice-cream umbrella logo, but ADC argued for the retention and updating of the familiar “dancing children”, says ADC managing director Bob Searles.

“We did get rid of the girl’s 1920s pinnie, and brightened up the colours,” he says. The consultancy has also designed a disk containing the Nestl Lyons Maid logo guidelines.

The Lyons Maid range currently comprises 28 products, but new ones are introduced and existing lines dropped each year. Searles says packaging will be updated slowly, but ADC is not redesigning any packaging.

Nestl’s merchandising manager Karuna Reid says the new logo will be gradually phased in on all packaging, probably by in-house designers.