A local ice cream with a national following, Joe’s Ice Cream has been based in the small town of Mumbles in Wales for nearly 100 years, yet it is so popular that people travel from all over the UK to come and try it for themselves.
Joe’s wanted to increase the retail price of their product in supermarkets, but their positioning and packaging was holding them back. In addition, 2012 marked Joe’s 90th Anniversary, and the refreshed packaging was to play a key part in marking this huge milestone for the company. The brief required a total rethink of the packaging across 10 flavours, to ensure it added value to the brand both emotionally and monetarily.
