JDO's 'dark and delicious' identity for Idyll, a new plant-based ice cream

Award-winning London studio JDO is behind the identity for Idyll, a new plant-based ice cream brand for Hennig-Olsen, Norway's oldest ice cream producer. It's a look and feel that aims to disrupt the market with "confidence, charisma and attitude".

Hennig-Olsen approached JDO earlier this year as it aimed to develop a brand-new series of plant-based products with the same great 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.

JDO's design for Idyll is therefore bold with a bespoke brandmark that features quirky serif kicks and a hidden leaf to communicate its plant-based proposition. A "delectable" scoop of ice cream garnished with greenery conveys "uncompromising quality and taste" and ensures the brand can never be mistaken for a "less than" product. A gold lid and dark burgundy tub remind us of the product's premium credentials while pops of vibrant colour stop Idyll from feeling pretentious and instead 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," says Paul Drake, founding partner and creative director at JDO. "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."


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