Premier Foods’ Ambrosia brand has unveiled the latest addition to its product line with Ambrosia Frozen Custard, set to hit supermarket shelves this week and with a brand identity developed by Coley Porter Bell.
Coley Porter Bell was briefed with creating an identity and packaging concept that would clearly differentiate the brand from similar products, such as ice cream and frozen yoghurt.
The agency has developed an identity that it says supports the product’s proposition as "a simple, delightful treat for every-day pleasure", using eye-catching branding featuring bunting and vintage-style fonts.
The packaging has been designed to maintain a clear connection to the Ambrosia brand, with colour navigation across the range to make it easy to identify the different flavours, which include Vanilla, Vanilla with Strawberry Marble and Vanilla with Chunky Fudge.
Jen Gold, Senior Designer, Coley Porter Bell, commented, "Ambrosia tasked us with creating a design that would bring joy and delight to a new category of frozen custard.
"Our design uses characterful typography, on a back drop of smooth creamy custard - fun and delicious."
Kerry Doble, Innovation Controller at Premier Foods, added, "Frozen custard is popular in the US and has started to trickle into London via US fast-food chains.
"Ambrosia has the opportunity to take the lead and champion this category in the UK. Coley Porter Bell has clearly captured the fun and vibrant personality of the new range in their design."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.