Kelly's of Cornwall

The Task:
To create a unique proposition for Kelly’s of Cornwall, to inform a brand and structural redesign, and to create a consistent brand architecture that navigates clearly across the portfolio.

The Insight:
Very few ice creams are made from cream, they are widely produced using vegetable oil rather than dairy. However, Kelly’s was born and is still produced in Cornwall, sourcing their clotted cream from local Cornish cows. They also have a strong heritage in scooping parlours, which together lead to our proposition for Kelly’s, ‘Scoops of real delight made from the heart of Cornwall’.

The Response:
An iconic and emotive brand redesign that encompasses all that is at the heart of Kelly’s. The pack design and structure roots the brand in their seaside parlous, by creating a Kelly’s ice cream pentic, on an iconic scooping tray tub structure. The pentic also creates a simple and iconic architecture for range navigation across the portfolio.

The brand mark itself has been created to convey their parlour heritage as well as the cows playing a significant role in portraying the Kelly’s natural, Cornish cream credentials.