JDO develops brand identity for new plant-based ice cream

Global design and innovation agency, JDO, developed the brand identity for Idyll, a new premium plant-based ice cream brand for Hennig-Olsen, Norway’s oldest ice cream producer.

Hennig-Olsen aimed to develop a new series of plant-based products with the same taste and quality as its classic ice cream brands, not only for vegans but also for consumers looking to make kinder choices for their health and the planet.

Idyll’s brandmark features quirky serif kicks and a hidden leaf to communicate its plant-based proposition. A delectable scoop of ice cream garnished with greenery aims to convey quality and taste and ensures the brand can never be mistaken for a ‘less than’ product. The gold-lid and dark burgundy tub were chosen to reinforce its premium credentials whilst pops of vibrant colour support variants to make Idyll feel more accessible and modern.

“With a design that takes a darker, slightly edgier approach, Idyll stands out from its cream-coloured competitors, using more nuanced ways to communicate its plant-based proposition. By putting premium indulgence first with deep colours and moody photography, the design creates consumer desire, then delivers the pleasant surprise that it is a plant-based product with details that are both clear and clever,” says Paul Drake, founding partner and creative director at JDO.