Westonbirt Ice-Cream rebrands as 'Harriet's Jolly Nice' after major brand refresh by Taxi Studio
As part of a brand refresh ice-cream aficionado and entrepreneur, Harriet Wilson, appointed design and branding agency, Taxi Studio, in September 2011 to overhaul the brand formerly known as Westonbirt Ice-cream.
Named after the National Arboretum near her home in Gloucestershire, Wilson wanted to revisit the brand and packaging in order to more successfully compete with more established luxury ice-cream brands.
Over the last twelve months the team at Taxi Studio and Taxi MD Brian Mansfield have redesigned and refreshed the brand’s strategy, positioning, name and tone of voice, packaging, visual identity and copywriting.
Casey Sampson, senior creative designer at Taxi Studio, explained the reasoning behind the name change to ‘Jolly Nice’: “We proposed the name ‘Jolly Nice’, because that’s what Harriet is. Her personality is built into the products, which from a branding perspective is a dream. The name led to a wonderful set of stories, one for each product, each relevant to her pursuit of perfection and deliciousness.”
The stories behind each flavour were provided by Lindsay Camp and hope to give consumers an insight into the world of Harriet in a witty and charming way. Each story is signed off with ‘…which was jolly nice’ linking back to the brand name. The packaging’s illustrations were provided by Geoffrey Appleton.
Wilson commented: “Taxi Studio have surpassed our expectations – we’re over the moon – and more importantly, our existing loyal customers have been really thrilled with the new look too. We’re very excited about introducing Harriet’s Jolly Nice to the world in the coming months.”
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