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Rocombe Ice Cream
Rocombe found themselves struggling in the crowded premium ice cream market. They believed their product was far superior to some of the new products in the market. They decided to reposition themselves for the super-luxury ice cream market instead.
They needed a brand and pack design that gave credibility in this market: reflected it’s ‘Best of handmade British’ values and engaged super-luxury ice cream consumers with it’s original of playful innovation
Project Scope
Brand positioning, brand identity and brand design
Main Questions
- Is provenance a key factor in communicating a handmade feel? What is the role of the farm in this?
- What says “Britishness’ to a super-luxury target consumer? When does it feel twee and when does it feel fascist?!
- How can we get appetite appeal whilst still being innovative? Do you actually need a product or ingredient image? If so what?
