Sub Zero Ice Cream Rebrand

Category Food packaging and branding
Client Sub Zero Ice Cream / Originally Mr Creemy Ice Cream
Agency / Designer Bluegg

Brief

Mr Creemy, a legendary Welsh brand needed to rebrand following a dispute over its trademark. It was decided that a whole new direction was need, time had moved on, Mr Creemy hadn't. We needed a design style and packaging system that would attract a new, younger, more affluent audience, stand off the shelf amongst its competitors and assert itself as a major contender in the local ice cream isle.

Result

The new Sub Zero brand has now been accepted into major supermarkets, Asda and Tesco and is being rolled out across Wales. Since the rebrand, the ice cream has now been placed in a large number of Spar stores nationwide. Kevin Jenkins, Director said, “I couldn't have asked for more from Bluegg . They have created a completely new brand, which is vibrant and imaginative. Their approach is always full of personality which is why they've been able to capture everything that Subzero is about.”

Solution

The solution was Sub Zero Ice Cream – an ultra cool, contemporary ice cream brand for the 21st century. A simple typographic approach was taken to create a clear, consistent message and impact. This was used along side bright, vibrant colours to bring the design to life. Branding has been applied to packaging, marketing collateral, exhibition systems and a website is currently in development.