The rebrand was initiated due to the brand’s ‘bold expansion plan’, says L&CO, and work began earlier this year when research and insight group Promise was appointed to conduct a customer insight project, and the findings of this formed the design brief.
L&CO was brought in to pitch by Promise, and was appointed in May this year.
Steve Wilson, Icelolly chief marketing officer, says, ‘Our existing brand looked homemade, dated and busy. We had started some work on redefining the functionality of the website but still needed a fresh new look, something to help inspire people to pick up the phone and book.’
The new identity is based on the positioning ‘inspiring holiday deals’, and uses an ice-lolly image as a window to show holiday imagery.
Paul Barlow, founder and creative director at L&CO, says, ‘We created the ice-lolly icon and then used it as a window into the holiday world and suggest the idea of choice and comparison with bold overlapping icons in flat colour’.
He adds, ‘As it’s web-focused we have to make things look simple and enticing. It’s all about the breadth of comparison – it has to be mass market, but tasteful mass market.’
The colours were chosen for their ‘vibrancy’, with a pinky red used for the main logo. Barlow says, ‘Everyone used to use red, but then everyone moved away from it so no one was using it any more. We tried to pick a palette that was bold and bright. The whole thing was about trying to simplify it.’
The images are all new to Icelolly, sourced by L&CO through an image bank.
Barlow says, ‘In this sort of business everyone wants to just show pictures of people on the beach playing with beach balls. It was a bit scary for them to use pictures of feet.’
The website which was developed with the in-house team at Icelolly, and its first iteration launched this week. An advertising campaign using the new look is set to launch next week.