Beckleberry’s is the business to consumer brand of the award winning Artisan Foods, an ice cream and patisserie making company based in Blaydon. One of the most identifiable brands that we have created, Beckleberry’s products are on sale in Waitrose, Harrods and Selfridges and are the chosen ice cream brand for Virgin Atlantic flights.
Following an approach that we made to Artisan Foods we were take onboard to create a new brand identity as part of their plans to take the new range to market and hopefully secure shelf space in specialist food stores and more mainstream retailers. This also quickly developed into a packaging project as they needed both ice cream tubs and patisserie boxes to be created using the new brand identity. The new brand needed to communicate the high quality and artisan nature of the product and also differentiate it from leading brands at the time such as Haagen Dazs and Ben & Jerry’s as it was likely the brand would be sharing freezer space with these guys if their distribution plan came to fruition, which it did. Budgets did not stretch to a range of different tub and box designs to demonstrate different flavours etc so the brand and packaging design needed to offer a solution to this
We felt a fresh, modern look was needed but which very definitely had a more adult edge. Having done our research in the ice cream freezers and dessert aisles of the major supermarkets (such hard work!) we identified ways in which to make the brand stand out and the black element of the brand alongside the green grass and the cheeky little daisy certainly came together to create a visual identity that was both fresh looking and had real shelf appeal. Packaging quickly followed on from this as did a number of other projects including vehicle livery and a website.
Beckleberry’s is now a hugely recognisable brand both regionally, nationally and is now gaining recognition internationally. Although a fantastic product range in it’s own right (and if you haven’t tried a Beckleberry’s ice cream, sorbet or dessert you really are missing a treat!) the company acknowledge that having the right brand identity has certainly been an important element of their success story.