Price is right for Iceland identity

Food retailer Iceland Frozen Foods is launching a new retail identity by former Iceland designer Stuart Price of Insight Design Consultants in Manchester.

The new name, Iceland.co.uk, was devised by the company’s board under Iceland chief executive Malcolm Walker, to reflect the growing importance of on-line services. The company name will change to Iceland Foods.

Working alongside the Iceland in-house team, which has been rolling out redesigned packaging and point-of-sale, Price brought in typographer Jeremy Tankard to create a typeface.

Final designs of the identity for signage, vehicle liveries and literature are now being approved and rolled out through the group’s UK network of 660 stores.