Loseley Ice Cream is getting a heritage-inspired image revamp featuring British icons.
New packaging, designed by Pemberton and Whitefoord, focuses on the strapline, 'a British original' and carries ancestral-style portraits of historical figures, such as King James I, in traditional poses but with the addition of a helping of ice cream.
The idea is to inject a touch of humour, while reinforcing the brand's premium positioning. "Ice cream should be fun," said Gina Hall, group marketing and product director for Hill Station, which bought the brand, along with fellow upmarket name Granelli, last November.
The range, being unveiled at Food and Drink Expo next week and set to hit freezers in early summer, has been reformulated with British ingredients such as Jersey cream.
The core collection consists of improved versions of Vanilla, Double Chocolate, Strawberry and Honey & Ginger, along with new flavour Caramel Hazelnut.