P&W rebranded the Loseley range of premium ice creams with a humorous family portrait theme.
P&W was tasked with producing a visual expression of the brand values, without appearing pompous. Its research into the brand’s aristocratic British heritage highlighted its key qualities. The creative strategy was inspired by genuine portraits hung at Loseley House, of dapper and demure gentrified individuals, but with a memorable, idiosyncratic spin.
Each pack features a specially commissioned portrait, painted by a different artist. At first the portraits appear to be Old Masters, but upon closed scrutiny reveal a witty twist; each enigmatic figure is enjoying their ice cream in their own unique (and humorous) way. The quirky approach expands the theme in the form of a back-of-pack soliloquy, as if written by the character. The design won eight international design and marketing awards.
P&W helped the brand regain listings in Waitrose and Sainsburys, achieve first-time listings in Tesco and Asda, increase sales at National Trust sites by 24% and increase sales in theatres & cinema chains by 17%.
P&W's creative execution has really set the brand apart visually and embodies all the qualities that the brand represents to the consumer.
