Client
Jude’s Ice Cream
Our transformative journey with Jude’s ice cream has seen the brand grow from its humble beginnings in a barn to an internationally famous benchmark for British quality.
We have worked with the company through several key phases to establish and reposition the brand in the consumer market. From artisan to premium, and on to vegetarian and vegan ranges, our evolution of Jude’s has helped build a successful and recognisable brand that is the epitome of British good taste.
When the founders of Jude’s ice cream approached us, they had already built up a fantastic reputation with some of the UK’s top chefs. Served in many well known restaurants, Jude’s wanted to create an equally strong consumer brand.
Being fiercely proud of the high quality of its ingredients and its Hampshire roots, Jude’s also wanted to communicate a strong sense of Britishness.
To do this, we built on our original visual language distilled from traditional Cornish pottery, summer fetes, licking spoons and hand labelling.
In cleaning up the typography and developing new visual assets we created a vibrant set of colour combinations accented with the use of black and cream.
The stripes have become a recognisable element through which the brand can colourfully express its many delicious flavours.
The newly developed brand mark sits at the heart of a suite of visual elements including ‘hand-painted’ stripes around each tub.
We’re so delighted with the new packaging. We feel it really reflects the quality of our product and positions Jude’s as Britain’s best ice cream brand – with appeal across the country. The stripes help Jude’s stand out on the shelf and the progression of the brand always helps to engage both new and existing customers.
Laura Pink – Marketing Manager, Jude’s
Because of the strength of the rebrand, Sainsbury’s offered Jude’s a Gold Standard partnership which entitles them to develop exclusive promotions in stores and to develop products with the supermarket. In addition to this, Octopus Books approached Jude’s to create a recipe book featuring the refreshed brand elements on the front cover.
5m+
sales following the introduction of the low calorie and vegan ranges
1,300+
UK regional stores that stock Jude’s
39m+
Annual press reach per year
The strength of the new brand also enabled Jude’s to be sold at exclusive events such as Wimbledon and Ascot. This association with ‘Britishness’ helped Jude’s to successfully launch into international markets including UAE and Singapore.
ASHA & Co have been fantastic to work with. They took the time to understand our family business and helped us to articulate who we are through our branding and communications. They have been a crucial part of our journey that started in my Dad’s barn and now finds us stocked on the shelves of the UK’s most premium retail outlets.
Chow Mezger – Managing Director & Owner
Following the brand refresh in 2016:
More recently, Jude’s asked us to help launch their low calorie and vegan ranges. We evolved the brand elements to create a unique look for the tubs which also united them in style with the other ranges.
Vegan Range
Low calorie range
Unit sales subsequently grew to over 5 million following the introduction of the low calorie and vegan ranges, a further increase of 43%.
The brand journey for Jude’s has been to create, establish and evolve the story, identity and design to meet a variety of objectives at important stages in the brand’s life. At these landmarks, the design has worked hand in hand with the quality of the product, enabling the company to successfully define itself to its customers and drive sales.
