JDO Brand & Design has redesigned premium Belgian ice cream brand Franklin. The team at Franklin wanted to reposition the brand as a ‘mass-tige’ everyday premium product. JDO researched the more advanced UK market in order to ‘pre-empt’ possible trends and positioning in the ice cream category, to help lead concept direction and creative development.
JDO established a relevant positioning and personality for the brand that would resonate with consumers. The teams were also briefed to develop a new brand identity and branded packaging establishing Franklin as a delicious, indulgent premium ice cream whilst also communicating the ‘no added sugar’ benefit. In addition, the agency was tasked with considering how the new brand identity could translate across all touch points to help deliver a consistent look and feel.
The new design ‘a spoonful of happiness’ aims to deliver just that with a simple ‘homely’ feel evoking images of mixing bowls and gingham tablecloths. The design reflects back to a simpler time with tasty spoonfuls of uncomplicated, delicious quality ice cream.
Creative Director: Ray Smith