Creative Direction packages Kelly’s ice cream

Cornwall-based consultancy Creative Direction has designed new packaging for ice cream brand Kelly’s.

Creative Direction was asked to design a packaging solution for Kelly’s Cornets in September 2008 on the strength of identity work the consultancy did for the brand in 2005.

David Major, managing director at Creative Direction, explains that the design reflects Kelly’s market position. ‘We’ve looked at how Kelly’s fits the gap between high-end brands like Häagen-Dazs, which are a bit self-indulgent and not for sharing, and lower-end brands, like Wall’s, which are family-orientated but without luxury.’

Kelly’s, a family company of three generations, uses Cornish milk and locally sourced ingredients. Major says that he has tried to translate ‘quality, heritage and authenticity’ into the design.

The packaging has been designed with clear lids to reveal the ‘rich, opulent, ice cream deluxe,’ according to Major.

A national roll-out of Kelly’s Cornets is planned for February. Major says it will ‘set a precedent for the rest of their packaging’.