JDO Brand & Design has redesigned premium Belgian ice cream brand Franklin. The brand was born out of an idea to create something different – a game changer in the market. The ice cream has no added sugar but still delivers an indulgent flavour and uses the best quality ingredients and expertise drawn from the Master Glacier, Franklin himself, as well as from doctors and nutritionists. The team at Franklin believes that the low sugar and natural sweetness of the product are a way for consumers to rediscover the pleasure of real ice cream flavours. They consider the large quantity of sugar used in many recipes to damage flavours and make them taste less authentic.
The Franklin brand is a ‘meeting together’ of passion and innovation to create a ‘guilt free’ premium product. Using the natural sweetener Stevia, Franklin ice cream delivers 50% fewer calories than normal ice cream but maintains a density of 75% making it as rich, creamy and delicious as fuller fat premium alternatives.
The brand is currently available in upmarket retailers across Belgium. Leveraging the growing trend for healthier dessert options that don’t compromise on taste, 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.
